enable the complete processing of customer transactions on their banner space. They contain the necessary product information and all relevant sales services to process the sale of a product. This special banner format enables advertisers to actively
approach the customer instead of waiting for theuser
togo to the corresponding web page. Transactive banners are technically much more complex than conventional banners and are usually programmed in Java
or Shockwave. In addition to being able to transact business, the user can also access the provider's website via the Transactive banner.