: The medium rectangle remains the most requested and versatile size, performing well in feeds, within app content, and on mobile web.

: Even static banner campaigns are now part of larger "video systems" that use tighter hooks and platform-native versions to capture dwindling attention spans.

: Campaigns should be built by separating cold audiences from high-intent retargeting segments to prevent the algorithm from prematurely narrowing the funnel. 4. Creative Best Practices

: Tracking how banners contribute to the final sale, even if they weren't the "last click".

: Continuously test variations of headlines, imagery, and CTAs to identify the highest-converting assets before scaling the budget. 5. Performance Metrics

: Use buttons that look like buttons and convey specific value (e.g., "Get the Report" or "Start Free Trial") rather than generic "Learn More" text.