Knowledge Base

Display Advertising Overview Manual

To get a quick overall look at a competitor’s advertising behavior, enter their domain in the search bar while you have Display Advertising selected from the left-hand menu.

The top of the Display Advertising Overview report has an overview tab with stats and an Ads trend graph showing the increase or decrease in the domain’s activity over the past month. If they are mainly an advertiser, it will show their stats as an advertiser and if they are mainly a publisher it will show their stats as a publisher of display ads.

The Overview tab will also break down your data into additional graphs representing the breakdown by country, device type and ad type. This gives you an idea of the activity of a competitor and what kinds of audience they target with their campaigns. You are also given the ability to filter your report by location, device type and time period (the time period filter is available for business level accounts only).

Display Advertising Overview image 1Below are the metrics and charts you can see at the top of the report:

Ads – the total number of display ads we discovered from an analyzed advertiser.

Publishers – the total number of domains that we discovered publishing display ads from an analyzed advertiser.

Times Seen – the number of times we discovered display ads from an analyzed advertiser.

First Seen – the date that we first discovered display ads from an analyzed advertiser.

Last seen – the date that we last discovered display ads from an analyzed advertiser.

The Ads Trend chart measures the daily changes in the number of ads that SEMrush found from the analyzed domain. Keep in mind this chart will be directly related to whether you are viewing the domain as a publisher or as an advertiser and can also change if you adjust the time period at the top of the report. The chart allows you to see if there were any spikes, increases, or decreases in your competitor’s activity over a chosen time period.

Display Ads by Country will show you a breakdown of countries where an analyzed domain places its display ads. A map view is also available here for a more illustrative mode.
Display Advertising Overview image 2Moreover, the report gives you breakdowns by device, ad type, and shows you a chart with top publishers and all ad type samples.

What is the Difference Between Advertisers and Publishers?

In the Overview table, you’ll see if the domain participates as an Advertiser or a Publisher. After entering a domain that both publishes and advertises ads, SEMrush will automatically show your domain’s data as an Advertiser. You can also see the statistics for that domain as a Publisher by selecting Publisher in the drop-down menu directly to the left of your domain. However, if the domain is only a Publisher, it will show data as a Publisher by default.

Advertisers are websites that run their ads on another website’s domain. Publishers are the websites where these ads are seen.

Advertisers use Google Ads to create and manage their advertising campaigns, while Publishers use Google AdSense to set up advertising space on their websites. Once the ad space is on the website, Advertisers can pay Google Ads to run their ads on the Publisher’s website. You are welcome to learn more about analyzing advertisers and publishers from our quick How to Build an Effective Media Buying Strategy guide.