Prodigy used online advertising first to promote Sears products in the 1980s, and then other advertisers, including AOL, one of Prodigy's direct competitors.
The first clickable web ad (which later came to be known by the term "banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White, & McAuliffe, a now defunct law firm with a Silicon Valley office.
and was put online on October 27, 1994.
Another source also credits Hotwired and October 1994, but has Coors' "Zima" campaign as the first web banner.
In May 1994, Ken McCarthy mentored Boyce in his transition from traditional to online advertising and first introduced the concept of a clickable/trackable ad.
In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. However, Time Warner's Pathfinder (website), which launched on October 24, 1994, the same week as HotWired, but three days earlier included banner ads.
The technology innovation of the ad server, together with the sale of online ads on an impression basis, fueled a dramatic rise in the proliferation of web advertising and provided the economic foundation for the web industry from the period of 1994 to 2000.
The first site to display banner ads was, therefore, Time Warner's Pathfinder (website), which was launched several days before HotWired. The first central ad server was released in July 1995 by Focalink Communications, which enabled the management, targeting, and tracking of online ads.
Usually though, advertisers use ad networks to serve their advertisements, resulting in a revshare system and higher quality ad placement. Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, a fact first documented on HotWired in 1996 by researchers Rex Briggs and Nigel Hollis.
A local ad server quickly followed from NetGravity in January 1996.
The technology innovation of the ad server, together with the sale of online ads on an impression basis, fueled a dramatic rise in the proliferation of web advertising and provided the economic foundation for the web industry from the period of 1994 to 2000.
According to media research firm eMarketer, such types of custom executions through publisher direct buys are on the rise, with Native advertising spending to hit over $4.3 Billion by the end of 2015. ==Non-advertising usage== The use of web banners is not restricted to online advertising.
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