So yes, display advertising is a bit of an ugly duckling. But it also can be a swan. For decades it has been a cheap, fast and easy way to speak to consumers and this has lead to the ‘junk mail’ effect - with poor quality creative in poor quality environments. Couple this with a loose understanding of what we’re truly measuring and optimising for and you can understand why the format receives little enthusiasm. But in fact, much like the glossy, glamorous print ads we still see on the pages of Vogue – banners are a gateway to the most highly respected and highly valued online environments. This has a fantastic halo effect for the brands lucky enough to be featured there. If we take time to understand the context the ad is being served in, if we make it fit with the native environment, make it mobile friendly and relevant – then this halo effect creates something much more valuable than a click. It fosters trust and loyalty and ultimately it really can drive conversion.