Resources
Display advertising, explained without the fluff.
Short, current, practitioner-written guides and references. We update them when the platforms change, and lately they change a lot. Everything here is grounded in named sources, not opinion.
Guides
Read these first.
Reference
The display glossary.
Every term that comes up in a display conversation, defined once and plainly. A quick way to get a whole team speaking the same language.
- Banner ad sizes
- HTML5 & DCO
- Viewability
- Retargeting
- Programmatic buying
- Ad fraud & IVT
- Frequency capping
- Contextual targeting
- Privacy & cookies
- View-through measurement
Start here
Not sure where to begin?
Pick the problem that sounds most like yours.
“My banners feel stale”
Start with the formats and the file rules, then move to a dynamic master so creative stops being the bottleneck.
Banner ad sizes guide“I am worried about cookies”
See what the 2025 reversals actually changed, and why a first-party and contextual setup is the durable answer.
After third-party cookies“I keep hearing jargon”
Programmatic, RTB, vCPM, IVT, DCO and the rest, defined once in plain language so the rest of the site reads easily.
Display glossaryWhy this matters
Stale display advice is worse than none.
Display moves fast. In 2025 alone, Chrome reversed its plan to remove third-party cookies and Google then retired most of the Privacy Sandbox. Guides written even a year earlier now give the wrong advice. We date every guide, cite the primary sources, and re-check the numbers on a regular cadence, so what you read here reflects how display actually works today, not how it worked two strategy decks ago.
Want this applied to your account rather than read in the abstract? A free display audit turns these principles into a prioritised list of fixes for your campaigns.
See where your display budget is leaking.
Send us a campaign or a set of live banners. We will tell you, for free, what is costing you clicks and conversions, and what we would change first.