Glossary
Display Network (Google Display Network / GDN)
The Google Display Network (GDN) is a collection of over two million websites, apps, and video properties where Google-served display advertisements can appear, reaching over 90% of internet users worldwide. Unlike the Search Network — which captures users actively querying for solutions — the Display Network reaches users as they browse content, watch videos, check email, or use mobile apps, making it the primary channel for awareness, demand generation, and retargeting campaigns. Advertisers access the Display Network through Google Ads Display campaigns, which support responsive display ads (auto-assembled from provided assets), uploaded image and HTML5 ads, and video formats. Targeting options include contextual (matching ads to page content), audience-based (demographics, interests, in-market segments), remarketing (re-engaging past site visitors), and placement targeting (selecting specific sites). The GDN is distinct from the broader programmatic ecosystem accessible through DSPs, though there is significant inventory overlap. Performance Max campaigns can also serve across the Display Network alongside Search, YouTube, and other Google surfaces, consolidating what was previously managed through separate Display campaigns. For advertisers, the GDN represents the largest addressable visual ad surface by reach.