Banner advertisements can be placed on a per-site basis if you're attempting to target the visitors who frequent certain websites, or they can be placed through advertising programs where they will be displayed on numerous sites which use that particular program to fill their advertising needs.
If you have a target audience in mind then a mix of the two options will serve you best, while utilizing a service only may be best if you're just trying to get your ad out to as many people as possible without worrying about specific audiences.
For more info: www.nextconcept.com.sg
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