A banner is its own publishing product.

Specify the display behavior

Agree on creative dimensions, mobile layout, link destination, accessible labeling, and placement period. Reserve sufficient space so a banner does not displace essential content unexpectedly. Test the published page with a keyboard and on a narrow screen. A desktop mockup is not proof that the real placement works.

Understand scripts and measurement

Determine whether the placement is a static linked image or depends on a third-party script. Identify the privacy, security, and performance implications of the actual implementation. Define what the report measures and which events are unavailable. Do not rename page views or requests as verified audience attention or conversions.

Maintain disclosure and expiration

Use the applicable advertising rules and clear editorial labeling; US FTC native advertising guidance is one relevant reference, not universal legal advice. Keep a record of approved creative and inspect it after release. Assign someone to remove or update the placement when its term ends or its destination changes.