Display ads served on social media platforms. Since there are fewer social media players out there, they can have unique ad sizes that integrate well into their pages. While these budgets were traditionally separate, and display and social were therefore considered completely distinct, since they are essentially banner ads with similar performance metrics tied to them, major industry players such as eMarketer are beginning to group display and social together. For more digital ad formats, see banner display ads, rich media, mobile ads, video ads, native ads, and connected TV (CTV).