A standard horizontal ad placement at the top of a web page. The term “banner” is borrowed from print newspapers. It can refer to the newspaper’s name at the top of the front page or a story headline that spans the full width of the front page. Banners have been around since the early days of the web. While their popularity has decreased as newer display ad formats have become available, they can still be an effective element in your advertising mix, offering visibility at a relatively low cost.