Establish the role and goals of display media.
Attribution modeling across channels helps determine the role display will play and the metrics the campaign will be optimized toward. Establishing clear KPIs for display upfront will maximize the effectiveness of the channel.

Build measurable audience segmentation strategies.
Data is central to delivering the most impact in display, identifying the most qualified audience to serve media and optimizing towards those segments driving the most efficient response rate.

Produce creative that fits in the media space.
Creative is not one size fits all, repurposing old or fatigued assets will not drive the best return and creative should be built to align specifically to the KPIs set for each campaign.