There was a time when display advertising (or banner advertising) was the only game in town when it came to advertising on the internet. Advertisers fashioned high-priced ads and competed for a position on the web’s most highly-trafficked sites, but with the data available to them, they did not see a satisfactory return on ad spend (ROAS). After that performance-based advertising came along and changed display advertising’s place in the online landscape. The display is still around today and has made a number of changes to try to remain competitive with performance-based models. The question for you is, does it make sense for your business?