Banner ads, whether we like it or not, decorate most websites. Let's take that as a given and learn to use banners with a little grace and good ol' common sense.

Why do banner ads seem to be popping up everywhere?

Well, they do represent a small source of income for a website. A source of income that can save your behind if your website jumps for low flow to gigabyte busting major popularity. That few dollars per thousand page views can offset bandwidth charges if your site goes major.

Another major reason for banner ads on a website is promotion -- promotion of the website itself. This is because of the various link exchange programs. You put up so many views of my pages and I'll put up so many views of yours. There are pluses and minuses to link exchange. It might be more cost effective to sell your banner space and buy banner space. Or, it might be better to work through link exchange. There isn't an easy answer.

• Banner ads are a good source of income.
• They can help in your own site promotion.