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The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations.Web banners or banner ads typically are graphical ads displayed within a web page.Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics.Display advertisers frequently target users with particular traits to increase the ads' effect.As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed picture of the user's interests to deliver even more targeted advertising.This aggregation of data is called behavioral targeting.

The first widely publicized example of online advertising was conducted via electronic mail.Many banner ads are delivered by a central ad server.Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs. The colloquial usage of "banner ads" often refers to traditional frame ads.Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer.

Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ads from the site the user visited.

It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.



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