A leaderboard is a popular type of banner advertisement. At standard dimensions of 780 X 90 pixels, a leaderboard is the width of the page and typically lies between the masthead (the title area at the top of a Web page) and content. Leaderboards are thought to offer advertisers a great deal of space in a prominent position without intruding on content.
Internet advertising borrows leaderboard from sports, where it refers to a sign board displaying the rankings of participants currently leading a competition.
Another popular ad type, the skyscraper, is a vertical banner usually placed to the right of page content.