Display ads skill

When the user wants to run display, banner, or ad network campaigns.

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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.

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

Format	Use
Display banner	IAB sizes; CPM or CPC; brand, retargeting
Native	Blends with page content; higher engagement
Video pre-roll	Pre-roll on publisher video; see ctv-ads for streaming
Rich media	HTML5; expandable, interactive
Mobile interstitial	Full-screen between content

Buying Options

Option	Use
Google Display	Part of Google Ads; automated placements; retargeting
Programmatic DSP	The Trade Desk, Magnite, etc.; audience-based; scale
Direct publisher	Deal with specific site; guaranteed placement
Ad network	Network aggregates inventory; simpler than full programmatic

Metrics

Metric	Use
CPM	Cost per thousand impressions
CPC	Cost per click
CTR	Click-through rate; typically low for banners (0.1–0.5%)
Viewability	% of impressions actually seen
Completion rate	For video; % who watch full ad

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

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

1	---
2	name: display-ads
3	description: When the user wants to run display, banner, or ad network campaigns. Also use when the user mentions "display ads," "banner ads," "ad network," "ad alliance," "programmatic display," "native ads," or "retargeting display." For strategy, use paid-ads-strategy.
4	metadata:
5	version: 1.0.1
6	---
7
8	# Paid Ads: Display / Banner
9
10	Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.
11
12	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.
13
14	## What Is Display / Banner
15
16	- Ad networks: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
17	- Banner ads: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
18	- Programmatic: Automated buying via DSPs; real-time bidding (RTB); audience targeting
19
20	## Formats
21
22	\| Format \| Use \|
23	\|--------\|-----\|
24	\| Display banner \| IAB sizes; CPM or CPC; brand, retargeting \|
25	\| Native \| Blends with page content; higher engagement \|
26	\| Video pre-roll \| Pre-roll on publisher video; see ctv-ads for streaming \|
27	\| Rich media \| HTML5; expandable, interactive \|
28	\| Mobile interstitial \| Full-screen between content \|
29
30	## Buying Options
31
32	\| Option \| Use \|
33	\|-------\|-----\|
34	\| Google Display \| Part of Google Ads; automated placements; retargeting \|
35	\| Programmatic DSP \| The Trade Desk, Magnite, etc.; audience-based; scale \|
36	\| Direct publisher \| Deal with specific site; guaranteed placement \|
37	\| Ad network \| Network aggregates inventory; simpler than full programmatic \|
38
39	## Metrics
40
41	\| Metric \| Use \|
42	\|--------\|-----\|
43	\| CPM \| Cost per thousand impressions \|
44	\| CPC \| Cost per click \|
45	\| CTR \| Click-through rate; typically low for banners (0.1–0.5%) \|
46	\| Viewability \| % of impressions actually seen \|
47	\| Completion rate \| For video; % who watch full ad \|
48
49	## Creative
50
51	- IAB sizes: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
52	- File types: Static image, animated GIF, HTML5
53	- Message: Clear CTA; minimal text; brand visible in 3 seconds
54
55	## UTM
56
57	Use `utm_medium=display` or `cpc` with `utm_source` (publisher or network name) for attribution. See traffic-analysis for GA4 alignment.
58
59	## Pre-Launch Checklist
60
61	- [ ] Creative in required sizes
62	- [ ] Landing page aligned with ad message
63	- [ ] UTM parameters set
64	- [ ] Retargeting audience defined (if applicable)
65	- [ ] Viewability target set
66
67	## Related Skills
68
69	- paid-ads-strategy: Ad formats by medium; when to use display
70	- google-ads: Google Display Network; retargeting campaigns
71	- traffic-analysis: UTM for display; attribution
72	- analytics-tracking: Conversion tracking; viewability
73