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For years, banner ads have been placed in particular positions on web pages (notably the top center) with no regard for the content on the page. When presented with a colored box at the top of the page that never contains information of value, human beings learn to ignore this part of the page.

This banner-blindness makes it difficult to use particular kinds of graphics in certain areas of the page. has several standards that are applied to keep banner-blindness from hurting your site's conversion rate.

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