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Display is a crapshoot, but we get some value from it for clients who can secure high-quality placements. One of my clients gets the majority of their impressions from [yahoo.com](http://yahoo.com) and other reputable sites, as opposed to the typical junk you’ll see in your display reports. Took a lot, a lot, a LOT of placement exclusions over an extended period to get Google prioritizing more legitimate URLs like that. I found an online master list of 40,000 URLs generally considered to be junk, implemented it, and immediately saw CTRs spike across the clients I used it on. I realize now that this info got a little Google-specific, so sorry about that.
