Banners have developed to become one of the dominant means of advertising. About 44% of the money spent on ads is wasted on ads that remain unviewed by website visitors. Some studies have shown that up to 93% of ads go unviewed. The first banner ad appeared in 1994. The average click-through rate (CTR) dropped from 2% in 1995 to 0.5% in 1998. After a relatively stable period with a 0.6% click-through rate in 2003, CTR rebounded to 1% by 2013.