Although usually controlled from another website, banner advertisements
are common on the web. The appearance of banner advertisements on websites
is related to the purpose of the website. Often information websites have
banner advertisements because they rely on them as a source of revenue.
Commercial websites are usually paid for from an advertising budget, so
donít need to pay their way. They may also distract from the commercial
message of the site.
Banners can be can be chosen to match the category of website they appear
on, so a form of categorisation is present. According to DoubleClick Inc
(2001) they are as follows:
Business & Finance
News, Information & Culture
Search, Directories & ISPs
Women & Family
Thus a banner may possess visual aspects of the site it contains. This
may also be true of banner exchanges, which can exchange with similar