Display advertising appears on web pages in many forms, including web banners.
These banners can consist of static or animated images, as well as
interactive media that may include audio and video elements. Display
advertising on the Internet is widely used for branding.
This is why metrics like interaction time are becoming more relevant.
This may change in the future as display advertising is becoming much
more targeted to users, much like how search engine ads can be extremely
relevant to users based on what they are searching for. Display
advertisers use cookie and browser history to determine demographics and
interests of users and target appropriate ads to those browsers. Banner
ad standards have changed over the years to larger sizes, in part due
to increased resolution of standard monitors and browsers, in part to
provide advertisers with more impact for their investment. The standards
continue to evolve. Banner ads can be targeted to internet users in
many different ways in order to reach the advertiser's most relevant
audience. Behavioral retargeting,
demographic targeting, geographic targeting, and site based targeting
are all common ways in which advertisers choose to target their banner
ads.