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Glossary of banner design terms

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Filter

A means for a banner to reach a select audience. A filter can have a banner displayed only for visitors in a certain country or area, a certain ISP, a time of day, a certain browser or OS, etc.

Flight

Duration of time a banner or campaign is to run.

Frame

A single complete graphic image that is displayed chronologically with other complete graphic images. A single frame makes up a static banner, while a series of frames make up an animated banner.

Frequency cap

Number of times a banner repeats its animation sequence - or loops - before stopping.

Front-door banner

A banner that appears on the home page of a site.

Full banner

A banner 468 pixels wide by 60 pixels tall. A full banner is the most common type of banner advertised.

468 x 60
Full banner

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