In this episode, we're tackling the controversial topic of Google Display Ads and their impact on B2B companies. Recently, Google Display has received a lot of criticism for an increase in spam leads. But what about display advertising in general, including banner ads, retargeting, etc? Does display have a future in B2B? We explore the current state of display ads as it relates to B2B, including the supposed reach and "cheap" impressions of ABM platforms.

We also take a closer look at Google Display and how brands use it as an entry point into banners. On the surface, it may seem like a good idea, but when you dig deeper, the performance is questionable and can lead to poor decisions, over investment, and a shift away from channels and tactics that actually drive results.

So, what are the potential causes of this problem? We examine the effects of Google Display pushing more Remnant Inventory, increases in bot traffic, and continued algorithm optimization based on fake conversion data.

But all hope is not lost, we also discuss potential solutions such as cleaning up data inputs, using first party email data, closing the loop on conversion data, and cleaning up on-page forms. Programmatic Platforms could also be a solution as they offer more flexibility and less automation.

Finally, we ask the question, do we see a future for Google Display? What strategic shifts should be considered? James offers his predictions for the future, including a comeback for direct buys with trade publications, a focus on smaller publications and micro-influencers, and a shift towards Audio, CTV, and Online Video in programmatic platforms for B2B. Tune in now for a valuable perspective on the future of online advertising for B2B companies with Digital Banter.