12 Best Ad Tech Platforms for Display Advertising

Picture this: You've cracked the code on Facebook ads, your ROAS is humming along nicely, but you keep hearing about this massive opportunity called "display advertising." Your competitor just launched banner ads that seem to be everywhere, and you're wondering if you're missing out on serious revenue.

Here's the thing—you're not wrong to be curious. Display advertising represents a significant opportunity. The global AdTech market reached $719.62 billion in 2024, and Google's display network alone touches 90% of internet users worldwide.

But here's what most platform comparison articles won't tell you: display advertising has unique challenges that can eat your budget faster than a poorly optimized Facebook campaign.

Ad tech platforms for display advertising are software systems that automate the buying and optimization of banner ads across millions of websites and apps. With 91.3% of US display spending now programmatic, algorithms handle most ad buying decisions in real-time, making platform choice absolutely critical for success.

But here's the reality check: average display click-through rates hover around 0.46%—much lower than what you're probably used to with Facebook or Google search ads. Success requires choosing the right ad tech platform for display advertising that matches your specific business model, budget, and goals, not just jumping on the first shiny DSP you find.

What You'll Learn in This Guide

We've tested dozens of ad tech platforms for display advertising with real e-commerce budgets, and honestly? Most aren't worth your time. But the ones that work can be absolute game-changers for the right business.

Here's what you'll get:

• 12 vetted platforms with real performance benchmarks and honest budget requirements (spoiler: some have minimums that'll shock you)
• ROI-focused selection framework to match your business size and goals with the right platform
• Implementation timelines and costs so you can plan realistically (most take 2-4 weeks to launch properly)
• Bonus: How to integrate display advertising with your existing Meta campaigns for maximum impact

Quick Platform Comparison: At a Glance

The 12 Best Ad Tech Platforms for Display Advertising

1. Google Display & Video 360 (DV360)

Best for: Enterprise e-commerce with $50K+ monthly budgets

If you're serious about display advertising and have the budget to match, DV360 is a leading enterprise ad tech platform for display advertising. This isn't your basic Google Ads display campaigns—this is Google's enterprise-grade demand-side platform that gives you access to premium inventory and advanced targeting capabilities.

Core capabilities include:

• Omnichannel campaigns across display, video, audio, and connected TV
• YouTube integration with advanced video targeting
• Cross-device tracking and attribution modeling
• Deep integration with Google Analytics and Shopping data

The platform reaches 90% of internet users globally, which sounds impressive until you realize that reach means nothing without proper targeting. That's where DV360 shines—you get access to Google's first-party data for audience creation, plus advanced lookalike modeling that actually works.

💡 Pro Tip: Start with YouTube campaigns within DV360 before expanding to display. Video ads consistently outperform banner ads (1.84% vs 0.46% CTR), and YouTube's targeting capabilities are more sophisticated than most display inventory.

Pricing reality check: Expect 15-20% platform fees plus your media costs. With the $50K minimum monthly spend, you're looking at $60K+ total monthly investment. The interface is complex enough that most businesses need a dedicated specialist or agency to run it effectively.

E-commerce advantage: The deep integration with Google Shopping and Merchant Center data means you can create audiences based on actual product interactions, not just website visits. For our ad tech platform for performance marketing approach, this level of product-specific targeting is crucial for profitable scaling.

2. Amazon DSP

Best for: Product-focused e-commerce brands, especially those selling on Amazon

Amazon DSP is like having access to the world's largest shopping behavior database. While other ad tech platforms for display advertising guess at purchase intent based on browsing behavior, Amazon knows exactly what people buy, when they buy it, and how much they spend.

Key features that matter:

• Access to Amazon's purchase data for audience targeting
• On and off-Amazon inventory placement
• Product-level targeting capabilities
• Automatic creative optimization based on performance

The minimum $35K monthly spend isn't just a suggestion—Amazon enforces it strictly. But here's why it's worth it: you can target people who bought competing products, similar products, or even specific brands. Imagine targeting everyone who bought iPhone cases in the last 30 days with your new phone accessory line.

💡 Pro Tip: Use Amazon DSP's "in-market" audiences to target people actively shopping for your product category, even if they haven't visited your website yet. This targeting capability is unique to Amazon and can dramatically improve cold traffic performance.

Reality check: The learning curve is steep, and Amazon's reporting isn't as detailed as other platforms. You'll need someone who understands both Amazon's ecosystem and programmatic advertising to make this work.

E-commerce advantage: No other ad tech platform for display advertising gives you access to actual purchase behavior at this scale. For product-focused brands, this targeting capability can justify the high minimum spend within the first few campaigns.

3. The Trade Desk

Best for: Agencies and sophisticated marketers with transparency needs

The Trade Desk built its reputation on transparency in an industry known for hidden fees and black-box optimization. Their 20% platform fee might seem high, but you know exactly what you're paying and where your ads are running.

Core capabilities:

• Premium inventory access across all major publishers
• Advanced attribution modeling with custom windows
• Real-time optimization with transparent algorithms
• Detailed reporting that actually makes sense

The platform excels at reaching high-quality audiences on premium publishers. While other DSPs might place your ads on questionable websites, The Trade Desk maintains strict quality standards and gives you full control over placement.

Learning curve warning: This isn't a set-it-and-forget-it platform. You'll need someone who understands programmatic advertising concepts like bid shading, frequency capping, and attribution modeling. Most successful users are agencies or brands with dedicated programmatic teams.

E-commerce use case: Best for brands with complex attribution needs or those selling high-consideration products where brand safety and premium placement matter more than volume.

4. Criteo Commerce Max

Best for: E-commerce retargeting and dynamic product ads

Criteo basically invented dynamic retargeting for e-commerce, and they're still the best at it. If you've ever seen an ad featuring the exact product you looked at on a website, that was probably Criteo's technology at work.

Key features for e-commerce:

• Dynamic product catalog integration that updates in real-time
• Predictive audiences based on shopping behavior patterns
• Cross-device customer journey tracking
• Performance-based pricing options (CPA model available)

The platform automatically creates personalized ads featuring products users viewed, added to cart, or similar items they might like. The AI optimization is genuinely impressive—it learns which products to show, when to show them, and how much to bid for each user.

💡 Pro Tip: Use Criteo's "lookalike" audiences to find new customers similar to your best buyers. Their algorithm analyzes purchase behavior patterns, not just demographic data, making these audiences much more effective than standard lookalikes.

Budget reality: While there's no official minimum, you need at least $10K monthly spend for the algorithms to optimize effectively. The platform works on a revenue-share model, typically taking 15-25% of attributed sales.

E-commerce advantage: Built specifically for online retail with seamless product feed integration. The setup process connects directly to your Shopify, WooCommerce, or custom e-commerce platform, making implementation much easier than general-purpose DSPs.

5. StackAdapt

Best for: Native advertising and content marketing

Native advertising—ads that match the look and feel of editorial content—consistently outperforms banner ads. StackAdapt specializes in this format, making it perfect for lifestyle brands and content-driven e-commerce businesses.

Core capabilities:

• Native ad creation tools with multiple format options
• Content performance analytics and optimization
• Audience discovery features based on content consumption
• Self-serve platform with dedicated support

The platform shines when you're trying to reach audiences through content rather than interrupting them with obvious ads. Think sponsored articles, in-feed social ads, and recommendation widgets that feel natural.

Budget requirement: $5K minimum monthly spend, which is reasonable for the mid-market focus. The self-serve interface is more user-friendly than enterprise DSPs, but you still need someone who understands native advertising best practices.

E-commerce use: Perfect for lifestyle brands, fashion, home goods, or any business where storytelling and content marketing drive sales. Not ideal for direct-response campaigns focused purely on immediate conversions.

6. SmartyAds DSP

Best for: Mid-market businesses seeking full-service programmatic

SmartyAds fills the gap between simple ad networks and complex enterprise DSPs. They offer both self-serve and managed service options, making programmatic accessible for businesses that can't afford dedicated specialists.

Key features:

• Managed service options with dedicated account managers
• Global reach with local optimization capabilities
• Built-in anti-fraud protection
• Flexible pricing models including fixed CPM and performance-based

The $1K minimum monthly spend makes this accessible for smaller e-commerce businesses wanting to test programmatic without massive commitments. The managed service option means you can get expert optimization without hiring internally.

Reality check: While the minimums are lower, the inventory quality and targeting sophistication don't match enterprise platforms. Think of this as training wheels for programmatic advertising.

E-commerce advantage: Lower barriers to entry with managed service support. Good for businesses that want to test programmatic concepts before committing to larger platforms or building internal expertise.

7. Google Display Network (GDN)

Best for: Small to medium e-commerce businesses, beginners

GDN is where most businesses start with display advertising, and for good reason—it's simple, accessible, and integrates with your existing Google Ads account. No minimum spend, easy setup, and massive reach make it the obvious first choice.

Key features:

• Simple campaign setup within Google Ads interface
• Automatic targeting options based on your website content
• Responsive ad creation that adapts to different placements
• Direct integration with Google Shopping campaigns

The platform reaches over 2 million websites and apps, giving you massive scale. The automatic targeting uses Google's machine learning to find relevant audiences based on your landing pages and existing customer data.

Quality warning: The inventory quality varies significantly. Your ads might appear on high-quality news sites or low-quality content farms. Careful placement management and exclusion lists are essential for maintaining brand safety.

💡 Pro Tip: Start with "Similar Audiences" targeting based on your website visitors before expanding to broader interest targeting. This gives Google's algorithms the best chance to find quality traffic while you're learning the platform.

E-commerce advantage: Easy to start and scales with your business. The integration with Google Shopping means you can easily extend successful search campaigns to display placements. Perfect for testing display advertising concepts before moving to more sophisticated platforms.

8. Adobe Advertising Cloud

Best for: Enterprise brands with complex marketing stacks

Adobe Advertising Cloud is designed for large retailers who need to orchestrate campaigns across TV, digital, social, and search from a single platform. If you're spending millions annually across multiple channels, this level of integration becomes valuable.

Core capabilities:

• Cross-channel campaign orchestration including TV and digital
• Advanced attribution modeling with custom touchpoint analysis
• Creative personalization at scale using Adobe's creative tools
• Enterprise-grade analytics and reporting

The platform excels at solving attribution complexity for omnichannel retailers. You can see how display advertising influences in-store purchases, how TV drives online conversions, and optimize budgets across all channels simultaneously.

Budget reality: Typical annual commitments start around $100K, but most successful implementations involve much larger spends. The complexity requires dedicated teams or agency partners with Adobe expertise.

E-commerce use: Best for large omnichannel retailers with significant offline presence. Overkill for pure-play e-commerce businesses focused primarily on digital channels.

9. Microsoft Advertising (Xandr)

Best for: B2B and professional audiences, LinkedIn integration

Microsoft's advertising platform gives you access to professional audiences through LinkedIn data integration, plus inventory across Microsoft properties like MSN, Outlook, and Xbox.

Key features:

• LinkedIn audience data integration for professional targeting
• Professional demographic targeting beyond basic job titles
• Microsoft property inventory including high-engagement placements
• CRM data integration for account-based marketing

The platform shines when you need to reach business decision-makers or professional audiences. The LinkedIn integration provides targeting capabilities you can't get elsewhere, like targeting by company size, industry, or specific job functions.

E-commerce limitations: Limited value for B2C e-commerce businesses. The inventory skews heavily toward business and technology content, making it less relevant for consumer products.

B2B e-commerce advantage: Excellent for businesses selling to other businesses. The ability to target procurement managers, IT directors, or specific company types makes this valuable for B2B e-commerce platforms.

10. Simpli.fi

Best for: Local and regional e-commerce businesses

Simpli.fi specializes in location-based advertising, making it perfect for businesses with geographic constraints or local market focus. Think regional retailers, service businesses, or e-commerce brands testing new markets.

Core capabilities:

• Precise location targeting down to specific addresses
• Local publisher relationships for better inventory access
• Addressable TV integration for local market domination
• Self-serve platform with dedicated support

The geo-targeting capabilities go beyond basic city or zip code targeting. You can target people who visited specific locations, live in certain neighborhoods, or even attended particular events.

Budget requirement: $2K minimum monthly spend makes this accessible for local businesses. The platform focuses on efficiency rather than scale, perfect for businesses with defined geographic markets.

E-commerce advantage: Perfect for local retailers expanding online or e-commerce businesses testing new geographic markets. The location targeting helps avoid wasted spend on audiences outside your delivery area.

11. MediaMath

Best for: Data-driven marketers, complex attribution needs

MediaMath positions itself as the platform for sophisticated marketers who want to build custom optimization algorithms and attribution models. If you have data science resources and complex marketing requirements, this platform offers unmatched flexibility.

Key features:

• Custom algorithm development for unique optimization goals
• Advanced data onboarding from multiple sources
• Real-time optimization with transparent machine learning
• Detailed reporting with custom metric creation

The platform excels when standard optimization goals don't match your business model. You can build custom algorithms that optimize for lifetime value, specific product margins, or complex multi-touch attribution models.

Technical requirements: This isn't a platform for marketing generalists. You need data science expertise to take advantage of the advanced features. Most successful implementations involve dedicated technical teams.

E-commerce use: Best for sophisticated e-commerce businesses with unique optimization needs and technical resources. Overkill for most businesses that can achieve their goals with simpler platforms.

12. Madgicx (AI-Powered Meta Attribution)

Best for: E-commerce businesses scaling beyond Meta who want unified optimization

Here's where we need to be honest—Madgicx isn't a traditional ad tech platform for display advertising like the others on this list. Instead, it's an artificial intelligence ad tech platform for campaigns that specializes in Meta optimization while providing attribution insights across all your advertising channels, including display.

Core capabilities:

• AI-powered Meta campaign optimization reduces manual work
• Cross-platform attribution tracking for unified reporting
• Creative performance insights across all channels
• Shopify reporting

Unique advantage: Most businesses struggle with attribution when adding display advertising to their Meta campaigns. Madgicx provides unified reporting that shows how all channels work together, making it easier to optimize your total advertising performance.

E-commerce focus: Built specifically for online retailers with Shopify reporting integration and e-commerce attribution modeling. Works with any Meta ad spend level, making it accessible for businesses of all sizes.

Try Madgicx for free.

How to Choose the Right Ad Tech Platform for Display Advertising

Choosing the wrong platform is expensive—really expensive. We've seen businesses burn through $50K in a month on platforms that were completely wrong for their goals. Here's our framework for making the right choice.

Budget Tier Framework

Starter Tier ($1K-$10K monthly):

Your options are limited but not hopeless. Focus on platforms with lower minimums and managed service options:

• Google Display Network: No minimum, easy setup, integrates with existing Google Ads
• SmartyAds DSP: $1K minimum with managed service support
• Simpli.fi: $2K minimum, great for local businesses

Growth Tier ($10K-$50K monthly):

This is the sweet spot for most e-commerce businesses. You have access to sophisticated platforms without enterprise complexity:

• Amazon DSP: $35K minimum, but worth it for product-focused brands
• StackAdapt: $5K minimum, excellent for content-driven brands
• Criteo Commerce Max: $10K effective minimum, built for e-commerce retargeting

Enterprise Tier ($50K+ monthly):

At this level, you can access the most sophisticated platforms and should focus on advanced features:

• Google DV360: $50K minimum, maximum reach and targeting sophistication
• The Trade Desk: $20K+ typical, transparency and premium inventory
• Adobe Advertising Cloud: $100K+ annual, omnichannel orchestration

Business Type Matching

Product-Focused E-commerce:

Your success depends on reaching people with purchase intent for specific products:

• Amazon DSP: Access to actual purchase behavior data
• Criteo: Dynamic product ads with real-time catalog integration
• Google DV360: Shopping data integration for product-specific targeting

Content/Lifestyle Brands:

Your customers need to be educated and inspired before they buy:

• StackAdapt: Native advertising that feels like content
• The Trade Desk: Premium inventory on high-quality publishers

Local/Regional Businesses:

Geographic targeting is more important than sophisticated audience modeling:

• Simpli.fi: Precise geo-targeting and local inventory
• Google Display Network: Easy local targeting with familiar interface

Goal-Based Selection

Brand Awareness: Focus on reach and premium inventory

• The Trade Desk for premium placements
• Google DV360 for maximum reach

Retargeting: Prioritize dynamic creative and cross-device tracking

• Criteo for e-commerce specific retargeting
• Amazon DSP for purchase behavior retargeting

Lead Generation: Look for B2B targeting and professional inventory

• Microsoft Advertising for professional audiences
• StackAdapt for content-driven lead magnets

Direct Sales: Focus on performance optimization and attribution

• Amazon DSP for high-intent audiences
• Criteo for dynamic product promotion

Display Advertising Performance Benchmarks

Let's set realistic expectations based on actual performance data from our ad tech platform for conversion optimization analysis across hundreds of campaigns.

Industry-Wide Benchmarks

Click-Through Rates by Format:

• Banner ads: 0.46% average across industries
• Native ads: 0.83% average (StackAdapt data)
• Video ads: 1.84% average (Google DV360 data)
• Retargeting ads: 2.3% average (Criteo data)

Cost Benchmarks:

• Average display CPC: $0.63 (compared to $2.69 for search)
• Average display CPM: $2.80 across all industries
• Premium inventory CPM: $8-15 (The Trade Desk, DV360)
• Retargeting CPM: $5-12 depending on audience size

💡 Pro Tip: Don't compare display advertising CTRs directly to Facebook or Google search ads. Display works differently—focus on view-through conversions and assisted conversions rather than direct click-through performance.

Conversion Rate Reality:

• Cold traffic conversion rates: 0.5-2% typical for e-commerce
• Retargeting conversion rates: 3-8% for well-optimized campaigns
• Native advertising: 2-4% for content-driven brands
• B2B display: 1-3% for lead generation campaigns

Success Metrics by Platform Type

DSPs (DV360, Trade Desk, MediaMath):

• Focus on viewability rates (70%+ is good, 85%+ is excellent)
• Brand lift studies for awareness campaigns
• Attribution modeling for multi-touch journeys

Retargeting Platforms (Criteo, Amazon DSP):

• 3-5x higher CTR compared to prospecting campaigns
• 40-60% lower CPA compared to cold traffic acquisition
• Cross-device attribution showing 20-30% lift in total conversions

Native Platforms (StackAdapt):

• 2-3x higher engagement rates compared to banner ads
• Lower immediate conversion rates but higher lifetime value
• Content consumption metrics (time spent, scroll depth)

AI Optimization Impact

Based on our analysis of AI-powered optimization across platforms, businesses often see:

• 25-30% improved CPA after 4-6 weeks of algorithm learning
• Better audience targeting through machine learning
• Enhanced conversion rates from dynamic creative optimization

These improvements aren't automatic—they require sufficient data volume and proper campaign structure. Platforms like Madgicx that specialize in cognitive ad tech platform for personalization can help accelerate this optimization process.

Implementation & Integration Strategy

Getting display advertising right isn't just about choosing the right platform—it's about integrating it properly with your existing marketing stack and setting realistic timelines.

Typical Setup Timelines

Self-Serve Platforms (1-2 weeks):

• Google Display Network: 1 week for basic setup
• SmartyAds DSP: 1-2 weeks including account approval
• StackAdapt: 1-2 weeks for native ad creation and approval

Managed DSPs (2-4 weeks):

• Amazon DSP: 2-3 weeks including Amazon approval process
• Criteo: 2-3 weeks for catalog integration and pixel setup
• The Trade Desk: 3-4 weeks for account setup and training

Enterprise Solutions (4-8 weeks):

• Google DV360: 4-6 weeks including Google partnership requirements
• Adobe Advertising Cloud: 6-8 weeks for full integration
• MediaMath: 4-6 weeks for custom algorithm development

Attribution Complexity

Here's what most guides won't tell you: display advertising attribution is genuinely complex. Unlike Facebook ads where you can see direct click-to-conversion paths, display advertising often works through view-through conversions and multi-touch journeys.

Common Attribution Challenges:

• View-through conversions can inflate apparent performance
• Cross-device tracking requires sophisticated identity resolution
• Multi-touch attribution needs custom modeling for accurate ROI

💡 Pro Tip: Consider using a unified attribution platform like Madgicx to understand how display advertising contributes to your overall marketing performance. This is especially important when running display alongside Meta campaigns, where attribution overlap can make optimization decisions difficult.

Tech Stack Integration Requirements

Essential Integrations:

• Analytics Platform: Ensure your chosen DSP integrates with Google Analytics 4 or your preferred analytics tool
• CRM Integration: For B2B businesses, CRM data integration is crucial for account-based targeting
• E-commerce Platform: Direct integration with Shopify, WooCommerce, or your custom platform for product catalog updates

Creative Asset Management:

• Plan for creative production at scale—display advertising requires multiple ad sizes and formats
• Consider dynamic creative optimization (DCO) capabilities for automated creative testing
• Ensure brand safety controls are properly configured across all placements

FAQ Section

What's the minimum budget needed for display advertising to be effective?

It depends on your goals and chosen platform. Google Display Network has no minimum, making it accessible for testing with $1K-2K monthly budgets. However, for sophisticated DSPs like Amazon DSP ($35K minimum) or Google DV360 ($50K minimum), you need substantial budgets for the algorithms to optimize effectively.

Our recommendation: Start with $5K-10K monthly on a mid-tier platform like StackAdapt or Criteo to test display advertising concepts before committing to enterprise minimums.

How does display advertising ROI compare to Facebook ads?

Display advertising often has lower direct conversion rates but provides valuable awareness and retargeting opportunities. Average display CPC ($0.63) is much lower than Facebook, but conversion rates are also lower (0.5-2% vs 2-5% for Facebook).

The key is understanding that display works best as part of a multi-channel strategy. It's excellent for reaching new audiences and staying top-of-mind, while Facebook excels at converting warm audiences. Many successful e-commerce businesses use display for awareness and Facebook for conversion.

Should I use programmatic or direct buying for display advertising?

Programmatic buying dominates because it's more efficient. 91.3% of US display spending is now programmatic, meaning algorithms handle most ad buying decisions in real-time. This advertising automation allows for better targeting, real-time optimization, and more efficient pricing.

Direct buying only makes sense for specific premium placements or unique partnership opportunities. For most e-commerce businesses, programmatic platforms offer better ROI and easier management.

How long does it take to see results from display advertising?

Expect initial data within 1-2 weeks, but meaningful optimization often takes 4-6 weeks with sufficient volume. Display advertising works best for longer sales cycles and brand building rather than immediate conversions.

The learning period varies by platform: Google Display Network shows results quickly but may need ongoing optimization, while sophisticated DSPs like DV360 or The Trade Desk require more time for algorithm learning but can deliver better long-term performance.

What's the difference between DSPs and ad networks?

DSPs (Demand-Side Platforms) give you more control and transparency over where ads appear and how much you pay. You can see exactly which websites your ads run on, set specific targeting parameters, and access detailed performance data.

Ad networks are simpler but offer less control over placement and pricing. They aggregate inventory from multiple publishers and sell it as packages, which can be easier to manage but less transparent.

For e-commerce businesses serious about display advertising, DSPs often offer better ROI through more precise targeting and optimization capabilities.

How do I prevent my ads from appearing on low-quality websites?

Brand safety is crucial for display advertising. Most platforms offer several protection mechanisms:

• Inclusion/exclusion lists: Manually approve or block specific websites
• Category blocking: Exclude entire content categories (adult content, violence, etc.)
• Quality scoring: Use platform algorithms to avoid low-quality inventory
• Third-party verification: Services like Integral Ad Science or DoubleVerify for additional protection

Premium DSPs like The Trade Desk and Google DV360 have stricter quality standards by default, while broader networks like Google Display Network require more active management.

Choose Your Ad Tech Platform for Display Advertising and Start Testing

The display advertising landscape offers incredible opportunities for e-commerce businesses ready to expand beyond Meta's walled garden. But success requires matching your business reality—budget, goals, and technical resources—with the right platform capabilities.

Key Takeaways:

• Match budget to platform tier - Don't overpay for enterprise features you won't use, but don't handicap yourself with platforms that can't deliver your goals
• Start with retargeting - Higher conversion rates and easier attribution make this the logical first step into display advertising
• Plan for 4-6 weeks to see meaningful optimization results - display advertising requires patience and sufficient data volume
• Consider your existing stack - Choose platforms that integrate well with your current analytics, CRM, and e-commerce tools

Your Next Steps:

• Determine your realistic monthly budget using our tier framework above
• Identify your primary goal (awareness, retargeting, direct conversions) to narrow platform options
• Request demos from 2-3 platforms that match your criteria and budget tier
• Start with a small test budget (20-30% of your planned spend) and scale what works

Remember, display advertising works best as part of a comprehensive strategy, not as a replacement for your existing successful channels. While you're exploring display opportunities, don't neglect optimizing your current Meta campaigns. Madgicx's ad tech platform for creative optimization can help improve your Facebook and Instagram performance, helping streamline campaign management so you have more bandwidth to test new channels like display advertising effectively.

The businesses that succeed with display advertising are those that approach it strategically, with realistic expectations and proper attribution modeling. Choose your platform based on your actual needs, not the shiniest features, and you'll be well-positioned to capture the significant opportunity that display advertising represents.