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What's caused this accelerated morbidity? After all, the problem with banner ads is the same problem that had already become conventional wisdom two or three years ago, when Suck first declared the banner bullishness that we've clung to ever since. The problem is that people aren't clicking on them! Because all Web users are not falling into a state of buy-now zombification, like Jerry Lewis's landlady in Rock-A-Bye Baby, or the brainwashed teens in Josie and the Pussycats, the entire market must not be working. Through the fog of crushing depression and cheap booze that constitutes any discussion of webvertising, one piece of fake erudition is always sure to come up: "Banner ads? Those things only get, like, point-five percent clickthrough!" free web site, Banner Advertising.

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In the beginning, "advertising" on the Internet meant "banner ads" -- the 468x60-pixel ads you see at the top of almost all Web pages today (including this one). In 1998 or so, banner advertising was a lucrative business. Popular sites like Yahoo could charge $30, $50, even $100 per thousand impressions to run banner ads on their pages. These advertising rates provided fuel for much of the venture capital boom on the Web. The idea was that sites could start up and increase their page impressions to make easy money from banner ads. If a site could generate 100 million page impressions per month, it could make $3 million per month with banner ad rates at $30 per thousand impressions. free advertising.
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