Love them or hate them, banner ads are one of the dominant forms of advertising online. Due to the widespread acceptance of the standard 468×60 banner ad size, buyers can easily secure placements at most sites, and publishers can accept ads from most advertisers.

Banner ads were initially judged primarily on the basis of click-through rate (CTR). In the early days of the Web, click-through rates were generally much higher than they are now, perhaps due to the novelty factor.

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