Glossary
Banner
An image ad in a fixed size (300×250, 728×90, 320×50) placed in a slot on a page or in an app, with a headline, a call to action and a link. The oldest display format; bought per thousand impressions or per click.
Also called: display banner, banner ad.
Banners live in ad networks and exchanges, in standard IAB sizes. They are cheap and everywhere, and people have learned not to see them, so a banner has to work with a strong picture and one short line.
For affiliates, banners are a Tier-2 and Tier-3 format on cheap networks and an app format (320×50 mobile banners, interstitials) rather than a Meta or Google format.
Related terms: Display advertising, Teaser, Banner network, CPM.