We’ve all heard the phrase before – “Location, Location, Location!” – and it is just as important in the world of online advertising as it is in other industries.

The online environment in which you choose to display your banner ads is a critical factor in their overall performance. Placing an ad on the homepage of a portal web site and the same ad on a destination page will more than likely generate different different amounts of click throughs and conversions. This is because the ad’s environment is not being taken into consideration.

This article, found in Advertising Age, further discusses the impact of an ad’s online location on its overall success.