Exchanging banners is still going strong over the Web even though the glory days may be over. The reason may not be that banner advertising isn't viable, it certainly is. The problem is, among other reasons, that banners generate very low click-through compared to contextual advertisements and text links and they occupy valuable space on Web pages.

Webmasters have to calculate very carefully the benefits their Web sites get from exchanging banners with others. Banners add spice to Web pages and exchanging banners with a good, high quality network can only make good Web sites better and more interesting to visit.