A marketer wants to use the Google Display Network to stay top of mind with potential users. How does this network provide value during the typical digital consumer journey?

It provides value by reaching users on a vast ecosystem of websites and apps when they browse online. Search captures people at the moment they are actively looking, but most of the consumer journey happens away from a results page — reading, watching, browsing and using apps — and that is where the Display Network operates. Its scale is what makes it useful for staying top of mind: ads can appear repeatedly across the sites and apps someone already uses, keeping a brand present between the moment of first interest and the moment of purchase. That role shapes how it should be measured. Display is usually working on awareness and consideration, so judging it purely on last-click conversions understates it, and view-through conversions, assisted conversions and Brand Lift give a fairer reading. Frequency management matters too, since presence becomes irritation quickly.