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{{Short description|Type of advertising}} {{Internet Marketing}} A '''web banner''' or '''banner ad''' is a [[Online Advertising|form of advertising]] on the [[World Wide Web]] delivered by an [[ad server]]. This form of online advertising entails embedding an advertisement into a [[web page]]. It is intended to attract [[web traffic|traffic]] to a [[website]] by linking to the website of the advertiser. In many cases, banners are delivered by a [[central ad server]]. 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. Usually though, advertisers use [[ad network]]s to serve their advertisements, resulting in a revshare system and higher quality ad placement. 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, a fact first documented on [[HotWired]] in 1996 by researchers [[Rex Briggs]] and [[Nigel Hollis]].<ref>Briggs, Rex; Hollis, Nigel, Advertising on the Web: Is there Response Before Clickthrough? Journal of Advertising Research, March–April 1997, pg 33-45</ref> Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests. Behavior is often tracked through the use of a [[Clicktag|click tag]]. Many web surfers regard web advertisements as annoying because they distract from a web page's actual content or waste [[Bandwidth (computing)|bandwidth]]. In some cases, web banners cover screen content that the user wishes to see. Newer web browsers often include software "[[adblocker]]" 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, such as [[Privoxy]]. Web browsers may also have extensions available that block banners, for example [[Adblock Plus]] for [[Mozilla Firefox]], or AdThwart for [[Google Chrome]] and [[ie7pro]] for [[Internet Explorer]].
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