Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads' effect.
As advertisers collect data across multiple external websites about a user's online activity, they can then combine this information to create a picture of the user's interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic advertising to deliver display ADs related to the content of the web page where the ADs appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser's return on investment, or ROI, over untargeted ads.
As advertising needs become more sophisticated, display ADs can also be personalized based on a user's geography through geotargeting. Basic information such as a user's IP address can indicate a user's rough location with a limited degree of accuracy. This information can be supplemented further through the use of a phone's GPS or the location of nearby mobile towers to have a clearer indication of the user's current position for a mind boggling array of advertising possibilities.
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