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A banner is a graphic element used on websites for the purpose of promoting products, services, events or other relevant information. Banners typically have a rectangular format and can contain images, text, and links to specific pages.

Banners are a common tool in digital marketing and are used to increase the visibility of a brand, generate traffic to a website, promote specific products or services, capture the attention of users and encourage interaction with advertising content. Additionally, they are an effective way to implement CPC strategies, since advertisers usually pay for each click received on the banner. Banner performance is measured using metrics such as CTR, an important KPI that indicates the percentage of users who click on the banner in relation to the total number of impressions.