Understand your client’s and their competitor's creatives, messaging, publishers and user acquisition networks.
Analyze your client vs. its competitors in Website Analysis and go to Display Ads > Creatives & Videos, in order to understand the messaging of the creatives that your client's competitors are running.
In order to gain insight into what placements they have used in their campaigns (where the creative banners are published), navigate to Publishers.
PRO TIP: Pay attention to the Total Traffic Share column, where you can understand how much display traffic was generated by each publisher website
Use the “Networks” and “Categories” filters at the top, to narrow your search results.
Navigate to User Acquisition Networks to discover which networks your client and their competitors work with.