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hasn't been updated. This is also good practice for accessible rich Internet application (ARIA); though it's not (at least
not yet, as of late 2012) a standard for web advertising, it's still great practice for content development on the web. For
more information on the microdata API or ARIA, see
and .
In this chapter, we only scratched the large surface of each of these useful and powerful APIs. In order to find out
more and get under the hood of each, go dig into the code and experiment with what's possible. All of these APIs and
similar technologies still to come can be classified as the modern Web and they will affect how advertising is created
in the future.
There were a lot of APIs covered in this chapter, and honestly, if I were to list all the other APIs that are closely
related to HTML5, this chapter alone could be a very big book. Just know that browsers are developing very quickly,
and the competition in the market is enormous. It will take a while before these emerging features acquire a standard
from groups in the W3C and WHATWG, and it's often hard for these committees to keep up! That being said,
bookmark as much useful information as you can, and use online tools like to ease your
development woes.
As this chapter closes, you should know that there is one other API we haven't yet discussed, an API so large
and groundbreaking that it is justified in having its own chapter. The media API is that API, and it's a large part of the
true HTML5 specification. This API alone has caused many arguments, so-called Flash vs. HTML5 wars, and overall
confusion on the Web over the past couple of years. The next chapter will focus on arguably the most prevalent feature
in HTML5: native audio and video support inside the browser.
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