Paid Ads: Display / Banner
Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
What Is Display / Banner
- Ad networks: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
- Banner ads: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
- Programmatic: Automated buying via DSPs; real-time bidding (RTB); audience targeting
Formats
Buying Options
Metrics
Creative
- IAB sizes: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
- File types: Static image, animated GIF, HTML5
- Message: Clear CTA; minimal text; brand visible in 3 seconds
UTM
Use utm_medium=display or cpc with utm_source (publisher or network name) for attribution. See traffic-analysis for GA4 alignment.
Pre-Launch Checklist
- Creative in required sizes
- Landing page aligned with ad message
- UTM parameters set
- Retargeting audience defined (if applicable)
- Viewability target set
Related Skills
- paid-ads-strategy: Ad formats by medium; when to use display
- google-ads: Google Display Network; retargeting campaigns
- traffic-analysis: UTM for display; attribution
- analytics-tracking: Conversion tracking; viewability
