Any form of promotional space bought on a web page. Initially web advertisements were mainly limited to a few graphical formats, but today come in dozens of shapes, sizes, technologies and formats. The ‘banner’ was the first widely adopted shape and remains a popular choice. Banners have been joined by pop-ups, skyscrapers, IMUs and a range of other graphical formats. Inside advertising spaces, a wide range of technologies can be used to present the advertising content. The shape and size of graphical images typically conform to a designated pixel e and byte size agreed by the industry. Early technical formats (such as GIF and JPEG) have been joined by sophisticated software programmes (collectively known as Rich Media). The act of purchasing the space usually acts as the test of whether self-regulatory codes of advertising content compliance can be applied. An ad or set of ads for a campaign is often referred to as ‘the creative’.