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A banner ad is a large advertisement on a website that stretches across the top or down the side of the window. It usually contains a link to the advertiser's website.
Banner ads were initially judged primarily on the basis of click-through rate (CTR). In the early days of the Web, click-through rates were generally much higher than they are now, perhaps due to the novelty factor. Other causes for the decline in CTR may include technical limitations, the awkward horizontal shape, poor banner design, an excessive percentage of run-of-network buys, and accumulated bad experiences of Web surfers.
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