E-Book: Why Display Matters to Search Marketers

By Jeff Green, The Trade Desk

Online advertising has matured to a point where there is an real opportunity for search marketers — by applying search expertise to display advertising.

This E-Book explains the relationship between search advertising and display advertising, and why it is important to engage in both in order to reach the growing online audiences.

It covers the differences between search advertising and display advertising, why there are significant opportunities for display right now, and what advertisers can do to develop a successful display advertising strategy. Because of their already proven success, search marketers play a large role in unlocking offline advertising dollars, especially as they extend many search principles into display. Learn more about how to do this successfully.

Table of Contents:

  • Display Advertising:
  • Online Dollars on the Sideline
  • What is keeping money on the sidelines?
  • Ad Exchanges and Real-Time Bidding (RTB) are Changing the Game
  • What is Real-Time Bidding (RTB)?
  • Differences Between Search and Display
  • 7 Things Search Marketers Should Do in Display.
  • Now Go Do It (Conclusion)

Sponsored by Acquisio
Acquisio empowers agencies, resellers and advertisers to thrive in today’s digital advertising economy. Using machine learning and automation to drive cross-campaign optimization on every major ad platform, Acquisio does 90% of the work. With more than 400 agencies using Acquisio and $1 billion ad spend under management, Acquisio is recognized as being one of the fastest growing companies in North America, winning the Deloitte Tech Fast 500 and Fast 50 awards for four consecutive years.

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