Similarweb: display traffic vs referral traffic

[kurtgn]

Hi, I am now looking at similarweb.com and I have a question.

Similarweb breaks the traffic down into categories, among which is Referrals and Display. For example, this offer Connecting Site... has 98% referrals, 2% display.

And this is confusing.

1) When a visitor clicks some banner for this ad, he is then redirected to someone's tracker/CPA network and then redirected to the actual offer. Does this redirect qualify as a referral or as display?

2) If we have this low rate of 2% Display, does this mean that the bulk of the traffic is sent to the offer via stuff like popunders/redirects, without using any banner?

I am a bit confused about how these two sources (Display and Referrals) interplay together.

 

[newlxx]

Display Traffic: This is the traffic coming to domain from media buying sources.

Referral Traffic: This is the direct traffic from another site.

98% referral traffic on offer domain simply means that offer is getting most of its traffic from affiliates/networks
2% display traffic shows the % of traffic coming by advertising campaigns of the advertiser.