According to interest advertising bureau (IAB), the must popular form of on-line advertising is banner advertising.

Banner advertising is used to attract visitors to a site.

Banner advertising containing text and graphic that are placed on the screens of search engines, web

browser software and websites to attract the attention of www users. Banner advertising is of two types

•     Click through advertisement.

•     Not click- thorough advertisement.

Click through advertisement contain hypertext links to the site about which the banner is


Non Click through advertisements which does not contain hypertext links to the site.

Banner advertising is typically measured and priced according  to  two features.


ð  CPM- Cost per thousand impressions.

ð  CTR- Click through rate.


CPM- an impression refers to each time a page is viewed that is displaying the banner.

CTR- the click through rate is considered to be more important by many advertisers since it measures the no. of users ”delivered” to a site.


Firms are also interested in tracking whether visitors they make a purchase from the site. So software tracking devices are available for tracking such items.

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