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The first widely adopted graphical web advertising format.

Created by the IAB in 1996, the banner is a graphical advertising space that typically runs across the top of a webpage. The original banner is 468 pixels wide by 60 pixels tall, but the term 'banner' is often used to describe the whole family of industry approved graphical formats, including the skyscrapers and smaller sizes (such as 125 by 125 and 120 by 90 pixels). Banners can be made using a variety of design technologies, although initially they were typically either Graphics Interchange Format (GIF) or JPEG. To allow the same banner to run across thousands of websites, the industry agrees standards for the file sizes, as well as the image area. The international standards and best practice taskforce of the IAB refines the agreed formats and develops new ones.

The IAB Universal Advertising Package recommends four new standard sizes:

  • 180 by 150 Banner
  • 300 by 250 Banner
  • 160 by 600 Skyscraper
  • 728 by 90 Banner

as well as two old favourites:

  • 468 by 60 Banner
  • 120 by 600 Skyscraper
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