It refers to an advertising unit present in a graphical form.

Without a shadow of doubt, banner ads are one of the important forms of advertisements online. They are generally seen in a standard size of 468*60. While the buyers can easily find their placements on different sites, publishers can choose among different ads from advertisers. When banner ads first made their way through, they were gauged on the basis of CTR’s. These CTR’s were much higher in the days gone by at least as compared to these days. There is different reasoning behind this trend. While Novelty is one of the reasons, others believe it could be due to some limitations from technical front.