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Banner Ad

Definition

A banner ad, also called a web banner, is a form of online advertising embedded on a web page. Banner advertisements were among the first advertisements ever published on the internet. Banner advertisements typically emphasize visuals and images over marketing copy, and redirect to an external site when clicked.

A banner ad can refer to a variety of ad types, including square ads, leaderboard ads, skyscraper ads, or traditional rectangular banners that appear horizontally at the top or bottom of a web page. Banner advertisements can be sold by individual websites or placed on websites through an advertising network.

The common dimensions of a traditional, horizontal banner ad are 468 x 60. Banner ads are typically purchased based on number of impressions on a CPM (cost per mille, or cost per thousand impressions) basis.

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