In running a website, the object like any other business is to profit. You have to maximize website design and content to earn - through advertising.

Usually there are 2 kinds of clients for a website owner, a publisher and direct ad placement from companies. An Ad publisher is a group that looks for websites and sells their links to capture a certain market, and you get to share in the advertisement check that they make. An example would be Google's AdSense, which is a robot managed program that analyzes the content of your website for topics, and it simply flash an Ad pop up for your audience.

On the other hand, a direct Ad placement from companies, are those paid advertisements in square boxes that is seen on your website, wherein you managed yourself and get directly paid for it. Both capitalizes on information to get through your traffic. By introducing their products and services to your audience, if the reached is concentrated to a common group - this increase their probability of a sale.

A Banner Ad may come in Text form, Digital pictures, or Animated flash codes. They also come in the form of articles  or news teasers. Price is determined by the box size; and the bigger it is, the more expensive. The higher the page rank of your webpage, the higher is the price that you may command. Technically, Banner Ads are html scripts that directs a visitor to the website of the advertiser, to catch the interest and engagement for a possible sale. It may also be just a simple picture on a corner of your webpage and still your audience are exposed to it, for a possible sale tomorrow at the mall.

You may compare it to an Ad you see in print and billboards, or the television. Exposure allows "suggestive" sales messages that captures interest. More people seeing it, the more chances they will make a sale. So how do you entice them to put one in your website? Or to make your website match the target market?

There is a science on how these marketers see the effectiveness of a Banner Ad on your website. Content may be a key. They usually spot "Sticky Content", which is a web page that attracts repeat visitors and creates influence altogether. When you reach this point of popularity, Ads shall be a major source of income.