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Banner ads

(CTR) click-through rate

One method being used to measure the success of banner ads is called the click-through rate. A click-through of three percent is considered high in the Web advertising industry. In other words, for every 100 Web users who see the ad, only three are likely to click the ad and visit the advertiser's Web site.

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 by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, HTML 5 often employing animation, web audio for sound, or video to maximize presence.
Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece. Affiliates earn money usually on a CPC (cost per click) basis. For every unique user click on the ad, the affiliate earns money.