You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Search Is the Worst Form of Advertising (but the Best form of Targeting) Display Creates Desire, so Why Does Search Get All the Credit? By Josh Shatkin-Margolis, Published on April 26, 2011 21 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.