Though standard display ads or banners have played a significant part on the Google Display Network, not all advertisers could benefit from these types of ads for a variety of reasons. With over 20 standard sizes available for banner ad units on the GDM, a team of designers is usually required to be able to customize the visuals to fit those exact dimensions. Most teams simply do not have the time, money, or tools available to create the large array of banner ads. On top of this, lots of inventory becomes unused on the GDM because many advertisers choose to opt into the top 5 banner sizes.
On the other hand, responsive ads have made it a lot more accessible for more advertisers to use. Not only do responsive ads fill every space on the Google Display Network, including text, banner, and native ad spaces; they respond to the space in which they appear by displaying one of many different types visual and text combinations. For advertisers, it simplifies our job and impacts the way in which the ads appear dramatically:
- In limited areas, some text will be abbreviated
- Based on available space, different text combos will be chosen
- Depending on each ad unit, the images will be scaled to fit
Along with the endless reasons discussed in this article of what makes responsive display ads truly remarkable and versatile, we’ve reviewed and tested their performance for ourselves.
*Table- Michelle Morgan. The WordStream Blog. 
Responsive Display Ads optimize the digital advertising experience for both advertisers and consumers. It always keeps the consumer in mind, by its adaptive and personalized approach. Whether you completely disregard banners online or pay attention to them at times is a matter of how relevant and eye-catchy they are to you specifically. The right ad at the right time is far from easy, but with responsive ads, we have moved a step closer towards a more realistic and innovative approach.