Choose placement
Start with the publisher environment and the available dimensions.
Ad formats
Display Advertising Built to Perform Everywhere
Explore programmatic display advertising, banner ads, responsive placements, common display sizes, publisher monetization and advertiser campaign workflows.
Display advertising
A flexible foundation for standard programmatic inventory
Display remains a practical format for broad inventory coverage, measurable delivery and clear placement sizing.
Build creative in Creative Studio →Strengths
- Common standard sizes
- Broad web inventory compatibility
- Straightforward creative QA
- Clear impression and click measurement
Useful for
- Awareness
- Retargeting
- Performance campaigns
- Publisher monetization
Format system
Design display around placement compatibility, not a single banner size
Display inventory works best when standard sizes, responsive behavior, creative weight and measurable delivery are planned together.
300×250
728×90
970×90
320×50
160×600
Operating flow
How the workflow should progress
Prepare variants
Map the campaign into standard or responsive creative sizes.
Validate delivery
Check weight, click behavior, legibility and browser rendering.
Measure performance
Track delivery and outcomes by placement and size rather than averaging everything together.
Decision signals
What should be measured together
Common medium rectangle inventory across desktop and mobile layouts.
Leaderboard format often used in wider desktop placements.
Large desktop leaderboard for high-visibility placements.
Flexible creative behavior where the delivery system supports compatible resizing.
Creative sizing
Display size & aspect ratio tool
Check a display dimension, its aspect ratio and whether it matches one of the common sizes used in this site’s format guidance.
Practical use
Where this capability creates value
Awareness
Use broad inventory coverage with strong visual hierarchy and controlled frequency.
Performance
Connect click and conversion measurement to comparable placements.
Publisher monetization
Offer standardized inventory that can participate across compatible demand paths.
Overview
How this format fits programmatic delivery
Explore programmatic display advertising, banner ads, responsive placements, common display sizes, publisher monetization and advertiser campaign workflows.
What Is Display Advertising?
Display advertising uses visual ad units placed within compatible websites, apps or other digital environments. Programmatic display adds software-driven buying, selling, targeting and measurement to those placements.
Banner Ad Sizes
Display inventory commonly uses standardized or responsive dimensions. The exact creative size must match the publisher placement, device context and delivery requirements instead of assuming one banner size works everywhere.
Responsive Display Ads
Responsive display workflows adapt creative presentation to compatible placement dimensions or layout rules while preserving asset quality, messaging and click behavior.
Display Advertising FAQ
Display campaigns should be evaluated with placement quality, viewability, creative fit, reach, frequency and outcome metrics rather than impressions alone.
FAQ
Frequently asked questions
What is programmatic display advertising?
It is the automated buying and selling of display inventory through programmatic systems, with eligibility, pricing, targeting and delivery rules applied to each opportunity.
Are banner sizes fixed?
Some placements use fixed standard dimensions, while others support responsive behavior. The publisher's placement specification determines what is valid.
Explore more
Related AdExchange resources
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