Glossary Banner an ad on the Web that links to an advertiser's site or a buffer page.
Banners are the most common type of Web ad, and they come in a wide variety of sizes.
Through generated when a user clicks with their mouse on an advertiser's message in order to move to the advertiser's Web site. Impressions the number of times an ad banner is requested by site visitors' browsers and presumably seen by the user. General Run of Site a general online advertising rotation package on a site that doesn't target a specific area. For example, EarthLink's general run of site includes the corporate homepage, Personal Start Page, bLink, What's Hot, and all the other pages on the site that has ad banners. Page Views or Page Deliveries the number of times a Web page is requested.