When you use Google’s Display Ad Network, it puts your ads in front of customers depending on their search history and cookies data. Just because your ad shows on ESPN for one website viewer, doesn’t mean it shows for another user. If ESPN serves Google’s Display Network ads on their website, your ad could show there. Basically, the Google Display Network is like a window that businesses put on their website. Depending on who views the site, Google will display different ads in that “window.” It all goes back to Google using tracking data to show your ads to the right people. Additionally, Google will allow you to target certain sites, but the traffic must be very high.
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