The billboard is the large 970×250 pixel landscape ad above the page content, usually sold as a premium placement.
A billboard is 970 pixels wide and 250 pixels high and replaces the leaderboard on large screens. Publishers sell the space as a premium placement, often with a viewability guarantee, because it is fully in view when the page loads.
The size arrived in 2011 with the IAB Rising Stars, a set of large formats meant to give display advertising more room to work with. The billboard is the one that stuck: it needs no special technology, serves as an ordinary creative and is listed as a standard size in booking systems.
Placement, how much copy fits and design notes are on the format page 970×250 in detail.
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