Channels and tools
Display advertising is the graphic advertisement hosted inside somebody else's site or app, bought by impressions (the number of times the ad is loaded) or by clicks.
It reaches people who are busy with something else at that moment, so the measurement that counts sits downstream of the ad, in the behaviour that follows it.
An example
A machinery manufacturer buys graphic ad space, the banners, on trade portals and judges it on impressions. Read instead against the quotation requests that reached the website in the following weeks, the same spend tells a different story, and the budget moves to the portals that produced conversations.
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