A leaderboard ad is a wide advertisement that appears at the top of a web page before any of the page's content. It is one of the standard sizes used across all Internet advertising platforms. It has a standard size of 728 pixels wide by 90 pixels tall (728x90). Leaderboard ads can be either text-based or image-based, with images being more popular. They may even include animations. Clicking a leaderboard ad directs the visitor to a landing page set by the advertiser.
Website owners may choose to place a leaderboard ad above a page's header, or below their header but above the rest of their page's contents. Ads positioned at the top of a page have a higher click-through rate and are most valuable for advertisers. While positions at the top of the page are the most common, some website owners place additional leaderboard-sized ads in the middle of a page's contents or at the footer.
The leaderboard ad size replaced the previous standard, the 468x60 banner ad. Leaderboard ads are one of the most popular sizes of online advertisements, second only to the 300x250 Mid-Page Unit (MPU) or medium rectangle. They are common in both click-based and impression-based advertising campaigns.