# display-ads

A skill for planning display and banner campaigns: formats, buying options, metrics, UTM tagging and a pre-launch checklist.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1100 installs · ★ 1062
- Author: kostja94
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/paid-ads/formats/display-ads/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/display-ads

## What it does

The skill walks through placing ads on publisher sites and apps. It covers ad networks, banner ads and programmatic buying: a network aggregates inventory from many publishers, and you buy placements programmatically or through direct deals.

Formats and buying options sit in separate tables. Formats: IAB display banners, native units, video pre-roll, HTML5 rich media, mobile interstitials. Buying: Google Display, programmatic DSPs such as The Trade Desk and Magnite, direct publisher deals, ad networks. Metrics are CPM, CPC, CTR, viewability, and completion rate for video; banner CTR is typically low, 0.1–0.5%.

A pre-launch checklist closes it out: creative in the required sizes, a landing page that matches the ad message, UTM parameters, a retargeting audience, a viewability target. For attribution it suggests `utm_medium=display` or `cpc` paired with `utm_source` set to the publisher or network name. Strategy lives in the separate `paid-ads-strategy` skill; this one handles placement tactics.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill display-ads -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/display-ads/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/display-ads/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill display-ads -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/display-ads/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill display-ads -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/display-ads/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install kostja94/marketing-skills display-ads
```

2. **Manually: put the files in place**
- File: `.github/skills/display-ads/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill display-ads -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/kostja94/marketing-skills --path skills/paid-ads/formats/display-ads
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/display-ads/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill display-ads -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/paid-ads/formats/display-ads/SKILL.md

## When to use it
- pick banner sizes that match publisher specs
- map display formats to campaign goals
- choose between an ad network and a programmatic DSP
- tag display traffic with UTM for attribution
- run the pre-launch checklist before going live

## Example prompts
- Draft a display campaign plan with the formats and banner sizes to use
- Compare an ad network against a programmatic DSP for retargeting
- Set UTM parameters for display placements and check the pre-launch list

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 6f32fbdab1451b22.

BEGIN THIRD-PARTY FILE 6f32fbdab1451b22
```text
---
name: display-ads
description: When the user wants to run display, banner, or ad network campaigns. Also use when the user mentions "display ads," "banner ads," "ad network," "ad alliance," "programmatic display," "native ads," or "retargeting display." For strategy, use paid-ads-strategy.
metadata:
  version: 1.0.1
---

# Paid Ads: Display / Banner

Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## What Is Display / Banner

- **Ad networks**: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
- **Banner ads**: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
- **Programmatic**: Automated buying via DSPs; real-time bidding (RTB); audience targeting

## Formats

| Format | Use |
|--------|-----|
| **Display banner** | IAB sizes; CPM or CPC; brand, retargeting |
| **Native** | Blends with page content; higher engagement |
| **Video pre-roll** | Pre-roll on publisher video; see **ctv-ads** for streaming |
| **Rich media** | HTML5; expandable, interactive |
| **Mobile interstitial** | Full-screen between content |

## Buying Options

| Option | Use |
|-------|-----|
| **Google Display** | Part of Google Ads; automated placements; retargeting |
| **Programmatic DSP** | The Trade Desk, Magnite, etc.; audience-based; scale |
| **Direct publisher** | Deal with specific site; guaranteed placement |
| **Ad network** | Network aggregates inventory; simpler than full programmatic |

## Metrics

| Metric | Use |
|--------|-----|
| **CPM** | Cost per thousand impressions |
| **CPC** | Cost per click |
| **CTR** | Click-through rate; typically low for banners (0.1–0.5%) |
| **Viewability** | % of impressions actually seen |
| **Completion rate** | For video; % who watch full ad |

## Creative

- **IAB sizes**: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
- **File types**: Static image, animated GIF, HTML5
- **Message**: Clear CTA; minimal text; brand visible in 3 seconds

## UTM

Use `utm_medium=display` or `cpc` with `utm_source` (publisher or network name) for attribution. See **traffic-analysis** for GA4 alignment.

## Pre-Launch Checklist

- [ ] Creative in required sizes
- [ ] Landing page aligned with ad message
- [ ] UTM parameters set
- [ ] Retargeting audience defined (if applicable)
- [ ] Viewability target set
```
END THIRD-PARTY FILE 6f32fbdab1451b22

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