Banner Exchange
Banner Exchange is a concept where sites exchange banner usually on a reciprocal basis. According to the Internet Advertising Bureau, the standard banner size is 468 pixels wide and 60 pixels high. There are also other flexible sizes, like…

Recently, for the banners, the average click-through rate has declined to about 0.17 according to Nielsen Netratings.

Here are some of the common terminologies used in terms of Banner Exchange.

• CTR (Click Through Ratio) - CTR is the percentage of the ad views that result in an adclick. Ad view or ad impression is the number of times a visitor downloads or views an ad banner.
• CPC (Cost Per Click) - CPC's are what businesses pay for every individual who clicks on the ad. [CPC is calculated by:(CPC) = CPM / (CTR * 1000) For example, if you paid $15 CPM for a banner with a 2.5% CTR, the CPC could be calculated. A companion term/synonym for CPC is: Cost Per Visitor (CPV) - CPV is calculating the cost of advertising for every visitor.]
• Hit - A hit is basically a request by a server for any element on a web like a graphical image or text block.
• CPM (Cost Per Thousand) - CPM is the amount of dollars it costs to receive a thousand impressions.
• CPS (Cost Per Sale) - CPS is the calculation of how many ad dollars a company pays per sale.
• Impression - A measure of how many times a banner is displayed. Counts one impression each time the banner is shown.
• Page View - A measure of how many times a complete page is displayed. Counts one page view each time a page is displayed.
• Banner Views - Similar to page views, banner views track the number of times a banner has been viewed.
• ROS (Run of Site) - ROS refers to displaying a banner ad throughout a website or a banner network but without the targeting.