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Blurring The Line Between Content And Advertising The classic Web site layout still dominates Web publisher thinking. In this model, content is stacked in the middle of each page and banner ads are placed on the periphery and linked to other Web sites for coveted referral money or click-through rates. These banner ads are visually distinguishable from the site’s content, both in their appearance (hence the term ‘banner’) and by their location on the page. Many Web publishers even label these reserved sections as “advertisement,” so they are easier for users and potential ad buyers to identify.
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