Banner / Text Advertising (CPM, PPC, CPL)

If you've spent any time surfing the Internet, you've seen more than your fair share of banner ads. These small rectangular advertisements appear on all sorts of Web pages and vary considerably in appearance and subject matter, but they all share a basic function: if you click on them, your Internet browser will take you to the advertiser's Web site. But how do they work and why are they there?

Banner ads are usually relatively simple pieces of HTML code, but their presence on the Web and their importance in Internet-based business is immense.

In this article, we'll examine banner ads and their place on the Internet. We'll see how they work, how advertisers rate their effectiveness, and how you can use them to advertise your site or­ bring in revenue.

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website or landing page by linking to the website of the advertiser.

The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner , the viewer is directed to the website or landing page advertised in the banner . This event is known as a "click through". In many cases, banners are delivered by a central ad server.
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