The three laws of display advertising physics

It’s not just the Android team that is exploring the outer reaches of our galaxy. In recent years, advertising technology has had its own “Big Bang": a rapid onset of incredible growth and expansion in the display advertising universe.

Display advertising is one of our big focus areas. Better display advertising helps to fund the websites and content we all use and read, provides useful and engaging commercial information, and helps large and small advertisers to reach new customers, increase sales and grow their businesses.

Just as the laws of physics have helped us make sense of our own expanding universe, we think that there are three “laws of display advertising physics” to help advertisers and agencies thrive. We’ve laid out these laws and what they mean for advertisers and agencies on our Agency Ad Solutions Blog:

1. The Theory of Relativity: The distinction between different advertising technologies (like ad networks and demand side platforms) is blurring. Each of these technologies provides similar ways to achieve your marketing goals, depending on how you want to manage your campaign.
   
   
2. Fusion Theory: There’s a few different ways to deliver ads to people. Each on their own is powerful, but combining these different ways unlocks the best results.
   
   
3. The Law of Perpetual Motion: New technology is driving rapid change in display advertising—which is constantly improving marketers’ creative palettes and the way that ads are bought and sold. Embracing new media and technology provides a key way for marketers to differentiate and grow their businesses in a new universe.

The expansion in the advertising industry is leading towards a future with a better advertising universe for everyone—where people see more relevant, useful ads, publishers get better returns to fund their content and marketers can run more effective campaigns.

Posted by Neal Mohan, Vice President of Product Management