A web banner or banner ad is a form of advertising on the Internet delivered by an ad server, usually referring to the wide ads at the top of a website, but the term has generally been accepted to mean any ads on a web page.

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. In many cases, banners are delivered by a central ad server. When the advertiser scans their logfiles and detects that a web user has visited the advertiser’s site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money. This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. Usually though, advertisers use ad networks to serve their advertisements, resulting in a revenue share system and higher quality ad placement.

Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question.

Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer’s interests. Behavior is often tracked through the use of a click tag. Many web surfers regard these advertisements as annoying because they distract from a web page’s actual content or waste bandwidth. In some cases, web banners cover screen content that the user wishes to see. Newer web browsers often include software “adblocker” options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them. Web browsers may also have extensions available that block banners.

Standard Banner Ad sizes:

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