Ad space - The area of a web site designated to carry banner ads

Ad space - The area of a web site designated to carry banner ads. The space could be filled with banners designated by the publisher of the site, or the space could display ads hosted on a third-party ad server. Banner sizes are one of the few things that are standard throughout web site design and publishing - probably because they are the only source of income for many web sites. Convention also dictates where on the web page banners are hosted - normally across the top, down the right-hand side and along the bottom.

Ad rotation - it is rare for web sites to display the same ads continuously

Ad rotation - it is rare for web sites to display the same ads continuously, primarily bei ause more revenue can be earned by changing them on a frequent or rotating them. There are a number of methods of rotation: (a) by user session - where the same ads are displayed while a user is on the site, (b) by page download - each time a user opens a page on the site a different ad from a series is displayed, or (c) by user profile (see contextual and behavioural targeting)