Banner

The first widely adopted graphical web advertising format. Created by the IAB in 1996, the banner is a graphical advertising space that typically runs across the top of a webpage. The original banner is 468 pixels wide by 60 pixels deep, but the term ‘banner’ is often used to describe the whole family of industry approved graphical formats, including the skyscrapers and smaller sizes (such as 125 by 125 and 120 by 90 pixels). Banners can be made using a variety of design technologies, although initially they were typically either Graphics Interchange Format (GIF). To allow the same banner to run across thousands of websites, the industry agrees standards for the fileweights, as well as the image area. The international standards and best practice taskforce of the Interactive Advertising Bureau (IAB) refines the agreed formats and develops new ones.