Display Advertising Platforms: How to Choose The Best One in 2024?

display advertising platforms

Did you know that users spend over 6.5 hours browsing the Internet daily? With such a vast audience online, reaching them through effective advertising is essential for businesses. But with numerous display advertising platforms available, how do you choose the best one for your needs?

In this article, we will explore the world of display advertising platforms, including online display advertising, display advertising networks, programmatic display advertising, and more. We will provide valuable insights and tips on selecting the most suitable platform to maximize your advertising impact in 2024.

Best Social Media Advertising Platforms for 2024

Social media platforms have revolutionized the advertising landscape, offering marketers a unique opportunity to reach and engage with their target audience. In 2024, it is crucial to leverage the power of social media platforms to maximize your advertising efforts. Let’s explore the top social media platforms for advertising:

1. Facebook

With over 2.8 billion monthly active users, Facebook remains the undisputed king of social media advertising. Its robust targeting options, diverse ad formats, and advanced analytics make it a favorite among marketers of all industries.

2. Instagram

As a subsidiary of Facebook, Instagram boasts a massive user base of over 1 billion users. Known for its visually appealing content, Instagram offers various ad formats, including photo, video, carousel, and Stories ads. This platform is especially popular among brands targeting millennials and Gen Z.

3. LinkedIn

LinkedIn is the go-to platform for B2B targeting. With over 740 million professionals, it provides unparalleled opportunities for reaching decision-makers and industry professionals. LinkedIn’s sponsored content, sponsored InMail, and dynamic ads enable businesses to deliver personalized messages to their target audience.

4. YouTube

YouTube’s immense popularity and broad user base make it an essential platform for video advertising. With over 2 billion monthly active users, YouTube offers extensive reach and diverse ad formats, including TrueView ads, bumper ads, and sponsored cards.

5. Twitter

With its real-time nature and 330 million monthly active users, Twitter is ideal for brands looking to engage with users in live conversations and trending topics. Twitter ads include promoted tweets, promoted accounts, and promoted trends, allowing advertisers to amplify their message to a highly engaged audience.

6. TikTok

TikTok has rapidly gained popularity, particularly among younger demographics, with over 1 billion active users. This short-form video app offers unique and engaging ad formats, such as in-feed ads, branded hashtag challenges, and branded effects. It is a promising platform for reaching Gen Z and millennial audiences.

Each social media platform offers distinct advantages and ad formats to help you connect with your target audience effectively. Consider your target demographic, campaign objectives, and budget to determine which platforms align best with your advertising goals.

Top Search Ad Platforms for 2024

When reaching customers who actively search for products or services, search ad platforms like Google Ads and Bing Ads are essential tools for advertisers. Google Ads, the dominant search engine, boasts a vast user base and offers multiple ad formats, making it a reliable choice for businesses of all sizes. Bing Ads, now known as Microsoft Advertising, may have a smaller market share but still holds value as an effective platform to reach your target audience.

Both Google Ads and Bing Ads provide extensive targeting options, allowing you to tailor your ad campaigns to specific demographics, interests, and geographic locations. These platforms also offer advanced analytics, providing valuable insights into campaign performance. You can make data-driven optimizations to maximize your advertising ROI by leveraging the data collected.

Benefits of Google Ads:

  • Wide-reaching audience and extensive ad formats
  • Robust targeting options for precise audience segmentation
  • Advanced analytics for accurate campaign measurement and optimization

Benefits of Bing Ads (Microsoft Advertising):

  • Access to a diverse user base
  • Cost-effective advertising options
  • Opportunity to reach audiences not present on other platforms

When considering these search ad platforms, evaluating your target audience and campaign objectives is important. While Google Ads may offer a broader reach, Bing Ads can provide unique opportunities to engage with users who may not be active on other platforms. The key is understanding your audience and selecting the platform that aligns with your advertising goals.

Programmatic DSPs for Automated Advertising

Programmatic advertising platforms, or demand-side platforms (DSPs), revolutionize how digital ad inventory is bought and delivered to the most relevant audience. These platforms leverage advanced algorithms and real-time bidding to maximize the effectiveness of your ad campaigns. Programmatic DSPs ensure targeted ad placements that drive results by integrating with ad exchanges, supply-side platforms (SSPs), and publishers.

Programmatic advertising offers several benefits to advertisers, including:

  • Increased Efficiency: Programmatic DSPs automate the ad buying, saving you time and effort. You can achieve better results in less time with real-time optimizations and efficient ad delivery.
  • Better Targeting Capabilities: Programmatic DSPs help you reach the right audience at the right time by leveraging robust data and sophisticated targeting options. You can define custom audience segments based on demographics, interests, browsing behavior, and more.
  • Real-time Optimizations: Programmatic DSPs continuously analyze campaign performance and make data-driven optimizations in real-time. This ensures that your ads are always performing at their best and maximizing your return on investment.
  • Enhanced Reach and Scale: With programmatic DSPs, you can reach a vast audience across multiple channels and platforms. These platforms offer extensive reach and scale, allowing you to expand your brand’s visibility and connect with more potential customers.

With programmatic advertising and DSPs, you can unlock the full potential of your ad campaigns, driving meaningful results and achieving your marketing objectives.

Advantages and Challenges of Display Advertising Platforms

Display advertising platforms offer numerous advantages that can support the success of your online advertising campaigns. By utilizing these platforms effectively, you can increase visibility, target specific audiences, and optimize your ads in real-time. However, it’s important to be aware of the challenges that come with display advertising and implement strategies to overcome them.

Advantages of Display Advertising Platforms

When using display advertising platforms, you can benefit from the following advantages:

  • Increased visibility: Display ads allow you to capture the attention of a larger audience across various websites, increasing your brand’s visibility.
  • Precise targeting options: These platforms provide advanced targeting capabilities, allowing you to reach specific demographics, interests, and behaviors.
  • Real-time optimizations: With real-time data and analytics, you can adjust your ad campaigns on the fly to maximize their impact and efficiency.

Challenges of Display Advertising Platforms

While display advertising platforms offer significant advantages, they also come with certain challenges:

  • Ad blocking: Some users utilize ad-blocking software, which can prevent your ads from being displayed and limit their reach.
  • Ad overload: With the abundance of digital ads across websites, users may experience ad fatigue and overlook or ignore your ads.
  • Transparency issues: Display advertising can sometimes lack transparency, making it difficult to measure the effectiveness of your campaigns and ensure ad quality.

To overcome these challenges, consider implementing the following strategies:

  • Offer valuable and relevant content: By creating engaging ads and delivering valuable content, you can increase the chances of users interacting with your ads despite ad-blocking software.
  • Optimize ad frequency: Be mindful of the frequency at which your ads are displayed to avoid overwhelming users and ensure they are more likely to engage with your content.
  • Work with trusted partners: Choose display advertising platforms that prioritize transparency, providing accurate data, and offering insights into your ad performance.

Sell-Side vs. Buy-Side Programmatic Platforms

When it comes to programmatic advertising, understanding the difference between sell-side and buy-side platforms is crucial. Sell-side programmatic platforms (SSPs) and buy-side programmatic platforms (DSPs) play distinct roles that cater to the needs of publishers and advertisers, respectively.

SSPs are designed to help publishers efficiently manage and sell their ad inventory. These platforms provide publishers with optimization tools and access to multiple demand sources, allowing them to maximize their revenue. By connecting publishers with advertisers, SSPs ensure that ad space is effectively utilized and monetized.

DSPs, on the other hand, cater to advertisers who are looking to buy ad inventory. These platforms offer targeting options and real-time bidding capabilities, enabling advertisers to reach their desired audience and optimize their ad campaigns. DSPs provide advertisers with the tools they need to make data-driven decisions and achieve their campaign goals.

To facilitate transactions between SSPs and DSPs, ad exchanges act as intermediaries. Ad exchanges connect publishers and advertisers, ensuring a smooth and efficient flow of ad inventory.

Let’s summarize the key differences between sell-side and buy-side programmatic platforms in a visual format:

Sell-Side Programmatic Platforms (SSPs)Buy-Side Programmatic Platforms (DSPs)
Designed for publishers to manage and sell ad inventoryDesigned for advertisers to buy ad inventory
Provide optimization tools and access to demand sourcesOffer targeting options and real-time bidding capabilities
Maximize revenue for publishersHelp advertisers reach their target audience
Connect publishers with advertisersFacilitate efficient buying of ad inventory

By understanding the roles and functionalities of sell-side and buy-side programmatic platforms, advertisers and publishers can make informed decisions and effectively leverage programmatic advertising to achieve their goals.

Benefits and Challenges of Programmatic Advertising

Programmatic advertising offers a range of benefits that can enhance the effectiveness of your digital ad campaigns. Here are some key advantages:

  • Increased Efficiency: Programmatic platforms automate the ad buying process, saving you time and resources.
  • Cost-effectiveness: These platforms optimize your ad placements, ensuring you get the best value for your budget.
  • Precise Targeting: Programmatic advertising allows you to target specific audiences based on demographics, behavior, and interests.
  • Real-time Optimizations: With programmatic, you can make data-driven decisions and adjust your ads in real-time for optimal performance.

However, there are also challenges that you need to be aware of when utilizing programmatic advertising platforms:

  • Ad Fraud: The automated nature of programmatic advertising can make it vulnerable to fraudulent practices. Advertisers must implement robust fraud detection measures to protect their campaigns.
  • Brand Safety: Programmatic platforms may display your ads on websites or in contexts that are not aligned with your brand values. Ensuring brand safety requires continuous monitoring and careful selection of ad placements.
  • Ad Viewability: Programmatic ads may not always be viewed by users due to factors like ad blocking or poor visibility. Advertisers must optimize their campaigns for better ad viewability to maximize exposure and engagement.


Choosing the right display advertising platform is crucial for the success of your online campaigns. In this article, we have explored various options, including social media platforms, search ad platforms, and programmatic DSPs. Each platform offers unique features, targeting options, and analytics capabilities that can help you achieve your advertising goals.

When making your decision, consider your objectives, target audience compatibility, pricing models, and ad formats and placements. Take advantage of the specific targeting options provided by each platform to reach the right audience effectively. Additionally, make use of the analytics tools available to measure the performance of your campaigns and make data-driven optimizations.

Remember that advertising platforms are not one-size-fits-all. What works for one business may not work for another. Take the time to evaluate your options, test different platforms, and analyze the results. With the right display advertising platform, you can unlock the potential of your online campaigns and achieve success in 2024.


What are some popular social media advertising platforms for 2024?

Some popular social media advertising platforms for 2024 include Facebook, Instagram, LinkedIn, YouTube, Twitter, and TikTok.

Which search ad platforms are recommended for 2024?

Google Ads and Bing Ads are recommended search ad platforms for 2024.

What are programmatic DSPs for automated advertising?

Programmatic DSPs are demand-side platforms that streamline the process of buying digital ad inventory and automate ad delivery to the most relevant audience. They leverage algorithms and real-time bidding to maximize the effectiveness of ad campaigns.

What are the advantages and challenges of display advertising platforms?

The advantages of display advertising platforms include increased visibility, precise targeting options, and real-time optimizations. Challenges include ad blocking, ad overload, and transparency issues.

What is the difference between sell-side and buy-side programmatic platforms?

Sell-side programmatic platforms (SSPs) are designed for publishers to manage and sell their ad inventory, while buy-side programmatic platforms (DSPs) are for advertisers to buy ad inventory. Ad exchanges facilitate transactions between SSPs and DSPs.

What are the benefits and challenges of programmatic advertising?

The benefits of programmatic advertising include increased efficiency, cost-effectiveness, precise targeting, and real-time optimizations. Challenges include ad fraud, brand safety, and ad viewability.

How do I choose the best display advertising platform?

To choose the best display advertising platform, consider the specific features, targeting options, and analytics capabilities of each platform. Define your objectives, assess target audience compatibility, compare pricing models, and evaluate ad formats and placements.

What should I consider when selecting a display advertising platform in 2024?

When selecting a display advertising platform in 2024, consider the specific features and targeting options offered, as well as the analytics capabilities. Assess the platform’s compatibility with your target audience and objectives. Compare pricing models and evaluate ad formats and placements to make an informed decision.