WebBanner

WebBanner is a term used in digital advertising to describe a graphical or interactive advertisement displayed within a web page. Web banners are designed to attract attention and drive actions such as clicks, impressions, or conversions, and they are served through ad networks, exchanges, and direct deals with publishers. Common formats include static image banners (GIF, JPEG, PNG), animated banners, HTML5 banners, and video banners. HTML5 banners enable rich interactions and responsive sizing across devices.

Banners follow industry standards set by organizations such as the Interactive Advertising Bureau (IAB). Standard ad unit sizes include commonly used dimensions like 300x250, 728x90, and 160x600, among others. Advertisers may use dynamic or rich media banners that change content based on user data, context, or time. Delivery is typically managed via ad servers and tag-based mechanisms, with tags such as HTML snippets or VAST/VPAID for video.

Performance and measurement are central to WebBanner use. Metrics include impressions, clicks, click-through rate, viewability, and conversions, often tracked via cookies, pixels, or server-side events. Privacy considerations include compliance with GDPR and CCPA, consent mechanisms, and data minimization. Accessibility should be addressed by providing alt text for image banners and ensuring that non-intrusive ad experiences meet usability guidelines.

History: banners originated with early online advertising in the 1990s and have since evolved into a range of formats, from simple images to sophisticated programmatic and personalized units. See also: programmatic advertising, ad server, IAB standards.