// The decision on which Internet advertising means to choose is taken by all participants of the advertising market. Website publishers decide which forms they make available to advertisers. Agencies and customers decide which formats they use in the campaign they are planning. Theoretically, the publishers are allowed everything and they can also introduce sizes of banners they invented. However, the market selected the most popular formats in a natural way a long time ago; these were then subjected to official recommendations of such organisations as IAB. Banners The basic form of an Internet ad being a graphical, optionally animated, rectangle. Banner, with a size of 468×60 px – the oldest of banner forms; a narrow, horizontal rectangle; earlier, it also had a size of 400×50 px....