Imagine for a moment that you are buying ads in a magazine.
Full page, full colour ads. Nice.
The salesman at the magazine tells you that you're getting a great deal. For only $10,000 dollars your ad is going to be in 150,000 magazines. You think that's a great price. You book the ad, give them your money and run back to your office to wait for the phone to start ringing off the hook.
But the results are less than spectacular, and you start to question why. So you get back in touch with the salesman. "How many magazines does my ad appear in?", you ask. "150,000," is the happy reply "but we actually only sell 50,000 of them, the rest we just recycle and pulp."
Would you be upset? You betcha.
Welcome to the Google AdWords display platform.