How do I know what type of banner to choose?

There is no hard and fast rule here. It depends on your audience and understanding how they will react to the different types of ads. It’s also important to see what sites these ads will be running on to understand what ad type works best. An animated GIF or HTML5 banner tends to do a better job if you need to convey a bunch of information to get your message across. You can always start with a static ad campaign and then upgrade from there once you have some performance data.
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