Static or animated image ads served in fixed-size slots on websites and in apps. The IAB's Fixed Size Ad Specifications and the newer Flexible Ad Specifications define the common units; 300x250, 728x90, 320x50, 160x600, and 300x600 remain the workhorses. Display is bought mostly programmatically and is the format most associated with low viewability and low click rates.
Related terms
Cite this entry:
Agency Echelon. "Display Advertising." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/display-advertising/