Banner graphics are commonly used in retargeting campaigns and on other online advertising venues, such as newspaper websites.

Traditional banner ads have click-through rates of less than one-half of one percent. However, branding and messaging is generally the more important purpose.

Some publishers will design a creative ad (‘creative’) for you, although advertisers usually submit their own creatives.

Online ad options have expanded beyond the typical rectangular image. Display ads include pop-ups, ads that race across your screen and even half-page advertisements.

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