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TrafficAffiliate glossary

What is Banner ads?

The most common sizes are 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 and 300×600 (skyscrapers) and 320×50 or 300×100 on mobile. Ad networks sell them per 1,000 impressions (CPM) or per click (CPC).

Banners are the least intrusive format and fit almost any site, but they also tend to have the lowest click-through rate and revenue per visit, partly because visitors learn to ignore them and ad blockers remove many of them. Placement matters more than quantity: one banner near the content usually earns more than several at the page edges.

Affiliate programs also provide their own banners in standard sizes, which affiliates place with their tracking link instead of buying ads.

Related terms

CPM · Cost per mille
CPM (cost per mille) is the price an advertiser pays for 1,000 ad impressions, the standard way display, popunder and push traffic is sold.
Advertising network
An advertising network is a platform that buys ad space from many websites and apps and sells it to advertisers, usually per impression or per click.
Popunder
A popunder is an ad that opens a new browser window or tab behind the page the visitor is viewing, so it is seen when they close or switch tabs.
Video ads
Video ads are short video commercials shown before, during or next to video content, sold by ad networks mostly per 1,000 impressions (CPM).