The Computer Dictionary

Banner

A popular form of paid advertising that is located either at the top or in the margins of a web page. Usually rectangular in shape, a banner is a large graphic; by clicking on a banner you will usually be taken to the advertiser's website.  Organizations also have banners.

There are banner exchanges, where owners of two websites can agree to display each other's banner for free. 

Banners use to be an effective way of advertising; however, they are no longer considered to be especially desirable.

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