Traditional display ads have been the whipping boy of the digital advertising industry for some time now, given their low engagement rates and proclivity for accidental clicks. These days more than ever, static and even basic rich media banner ads represent the antithesis of what consumers want from their online experiences. And in whisking people away to third-party sites in the rare event of a click, they lack a pleasant user experience. Meanwhile, even as the effectiveness of these units declines, marketplaces like Google Display Network have become expensive and largely saturated across industries. Yet brands continue to invest money into display because they know no other way to reach audiences effectively and at scale.