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The main conclusions to draw from this page are:
Recently a few graphic standards have been set - mainly as a result of the banner ad industry.
These standards are being adopted more and more by other types of resources, including CGI (guestbooks, counters, webpolls, etc.) and non-commercial graphics (link buttons, news tickers, java applets, etc.).
By adopting these standards, you gain the maximum freedom for future additions - not just to banner ads - but freedom to add all other kinds of graphic material and free resources.
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"Better Than Books - As Easy As It Gets!"