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History Flexible banner ads were the first form of web advertising, being introduced in the late 1990s. They were distinguished by displaying several different advertisements simultaneously in a single, fixed-size banner on a website. The earliest flexible banner ad implementations contained only one set of advertisements at a time, in a single "slot". Multiple flexible banner ad providers — including some of the early online advertising companies such as HotWired and America Online — used these ad types to sell their services. One of the first online ad providers to use the flexible banner ad in a "slot" was iMagine, which was working with America Online in 1997 and 1998. The flexible banner ad was created by David Wilson, the Chief Technology Officer at iMagine, who came up with the idea of using a fixed-size advertisement on a single web page. The iMagine flexible banner was the first on-line advertising unit in which one product or brand could be distributed across multiple web pages on a single web page. iMagine, with the flexible banner advertising unit, pioneered a new approach to the way online publishers (webmasters) place ad units on their sites. The flexible banner was eventually replaced by Flash, which was a new and proprietary format introduced by Adobe in 1999 and 2001. While Flash can be used to display static graphics in a fixed position on a website, it is more commonly used to display non-static content such as a Flash movie or a video. The technology first appeared in the Adobe Flash Player and Adobe Shockwave Player. Many of the early web advertising companies, including America Online, were not satisfied with Adobe's progress with the Flash Player. After losing several rounds of the America Online vs. Adobe court case against Flash, America Online eventually started replacing their Flash-based flexible banner with videos. However, America Online continued using the Flexible Banner format for a few years longer than its competitors. The Flexible Banner format was only able to get so far because it was compatible with iMagine's Flash infrastructure, which allowed their advertisers to quickly deploy their ad units. References External links A Flash memory race heats up as a new patent battle brews Flexible Banner Ads in HTML5 Web Banners Flash-based Flexible Banner Ad Banner Ad Replacement on the Web The First Flexible Banner (1998) Category:Online advertisingBosque Bosque or Bosqu is a surname




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