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Display Ads or Banner Ads

The first banner ad was sold by (GNN) in 1993 to Heller Ehrman, White and McAuliffe, a now law firm in the Silicon Valley. GNN was the first commercially supported web publication and one of the very first web sites ever. Hotwired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Hotwired coined the term “banner ad” and was the first company to provide click through rate reports to its customers. The first web banner sold by Hotwired was paid for by AT&T, and was put online on October 25, 1994. Banner ads were valued on the number of impressions they generated, this prove successful from 1994-2000 when the banner market “crashed” causing them to be revaluated. The new version introduced by GoTo.com relies mostly on tracking ad response rather than impressions.

Web banners are a form of advertising which uses colored graphics, music and animation to draw people to their site on the internet, they are usually created using a JavaScript program or by employing technologies such as Java, Shockwave or Flash. Affiliates earn money usually on a CPC (cost per click) basis. For every unique user click on the ad, the affiliate earns money which is why the images are places on sites that have interesting content. It is viewed when a web page that references the banner is loaded into a web browser. When the viewer clicks on the banner, the viewer is sent to the website advertised in the banner. This is known as a “click through”. When the advertiser 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.

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, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer’s interests. Behaviour is often tracked through the use of a click tag.

Many web surfers regard these advertisements as highly annoying because they distract from a web page’s actual content or waste bandwidth, which is in fact the intention of the advertiser when he places it on the page. He wants to annoy you into clicking in hopes that you will be able to get rid of the image that is bothering you, which will allow the advertiser to be able to promote his product or service. Newer web browsers often include 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.