In this article, we will go over display traffic, or  banner Ad traffic. When you are browsing the web you will see banner advertisements on websites. These banners are paid for by business owners or marketers and are carefully crafted.

I will show you the basics of how to purchase a display banner placement on a website, and to get your display Ads up and running.

You have website owners or publishers. When website owners begin to receive a lot of Visitors or Traffic to their website, they can start selling different sections or site real estate to advertisers.

They can monetize their website by doing this, as they get more and more visitors who spend time on their website.

Advertisers can receive loads of traffic to their product or service if they buy banner Ads on websites that receive many visitors. Buying banner or display placements on websites is also called media buying.

Advertisers have two options in terms of who to contact.

They can do the research themselves and reach out to the website owner directly and inform them that they are interested in buying a banner placement on their website.

Or …

They can reach out to an Advertisement Agency and ask them to assist in finding websites that would fit the advertisement well.

They will do all the heavy lifting for you and find good publishers that receive visitors who are within the target audience of your company/industry. Ad Agencies will charge a fee for this service.

How do we go and find great sites to advertise on, considering there are millions of sites?

You can use self-serve platforms in order to find placements that make sense for you. Self-serve platforms have access to the banner areas of a website. If you were to place an Ad through a self-serve platform, it would atomically be rendered to the site of your choice.

Audience targeting is key. Doing your homework beforehand and getting as much information about the demographic of the visitors will help you increase conversions and sales.

Some platforms allow real-time bidding (RTB). This means you can go and check real time rates of what it would cost for you to place a banner on that site.

If you outbid your competitors, you can win that spot.

Frequency caps and budget control options are also available to you so you don’t overspend on your campaign.

Let’s say I wanted to advertise on Forbes.com

With RTB I can go and bid for a time span of around 5 hours. This can be in the morning, afternoon or evening depending on what makes sense for my target audience.

Before RTB, you would have to purchase these spots at fixed prices. This meant paying premium prices.

Advertisers who purchase banner displays pay for them based on individual impression rates. This means they pay each time an Ad is served.

Bidding on self-serve platforms happens in milli-seconds before the site loads for its visitors.

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Ad Exchanges

Ad Exchange is a marketplace where Ad inventory is bought and sold in an auction.

Publishers can maximise their inventory sales, and advertisers can purchase display space at fair market value and on an individual impression basis.

With display advertising, there are fewer guidelines than advertising on Google or Facebook.

You can make bold claims within your banners, and even within your landing page headlines. You can also make earning claims inside the Ads or on the landing pages.

Ultimately the publisher will have to approve your Ads, but typically there are not as strict as Google or Facebook.