Banner Ads
Banner ads are rectangular display advertisements placed on a web page to drive traffic to an advertiser's website.
Ad Formats: 1. Leaderboard (728x90). 2. Rectangle (300x250). 3. Skyscraper (160x600). Metrics: CPM (Cost Per Mille), CPC (Cost Per Click), CTR (Click-Through Rate). Technologies: HTML5, CSS3, JavaScript, Tracking pixels, VAST/VPAID (for video ads).
graph LR
Center["Banner Ads"]:::main
Rel_governance["governance"]:::related -.-> Center
click Rel_governance "/terms/governance"
Rel_data_governance["data-governance"]:::related -.-> Center
click Rel_data_governance "/terms/data-governance"
classDef main fill:#7c3aed,stroke:#8b5cf6,stroke-width:2px,color:white,font-weight:bold,rx:5,ry:5;
classDef pre fill:#0f172a,stroke:#3b82f6,color:#94a3b8,rx:5,ry:5;
classDef child fill:#0f172a,stroke:#10b981,color:#94a3b8,rx:5,ry:5;
classDef related fill:#0f172a,stroke:#8b5cf6,stroke-dasharray: 5 5,color:#94a3b8,rx:5,ry:5;
linkStyle default stroke:#4b5563,stroke-width:2px;
🧒 Explain Like I'm 5
Think of a banner ad like a digital billboard on the side of a highway (the website). But unlike a regular billboard, this one can change instantly to show you something you're actually interested in, like the shoes you were looking at yesterday. When you click it, you're instantly transported to the store's website.
🤓 Expert Deep Dive
The technical lifecycle of a banner ad begins with an 'Ad Call' triggered by a script on the host website. This call sends user metadata to an Ad Exchange, which initiates an RTB auction. Within ~100ms, the winning DSP provides the ad markup (HTML5/JavaScript). Performance is measured through 'Viewability' (did at least 50% of the ad appear for 1 second?) and 'Engagement' (clicks or hovers). To combat 'Ad Blindness' and ad blockers, the industry is moving toward 'Native Advertising' and server-side ad insertion (SSAI) to bypass browser-level filters.