HTML and CSS Reference
You've seen that HTML5 is a standard for structuring and delivering advertising in desktop-compliant browsers; now
let's dig in deeper to understand how this affects the mobile landscape. Advertising with HTML5 provides a seamless
integration between ad content and page content especially where support for iFrames in mobile are non-existent.
With ads truly a part of the page, web and ad developers have the ability to do some amazing things. But it also can
get pretty disruptive for them, and so they'll need to work together closely to pull off complex rich media executions.
Because of HTML5's current state of acceptance, there's no guarantee that an HTML5-built ad will render equally
on all browsers and operating systems in the mobile ecosystem. The same issues and testing that web designers and
developers go through to ensure that every pixel and function is correct across browsers applies here as well. In the
next sections, let's review how mobile advertising is bought, sold, created, served, and analyzed.
It's no secret that the mobile advertising industry is booming and shows no time of slowing down anytime soon.
If you're new to mobile advertising you'll soon see that mobile is a beast of its own kind; developers and designers
transitioning from desktop have their work cut out for them. Mobile is an emerging and lucrative industry, but there is
still much to learn and work out before we are as comfortable in it as we are in desktop creation. In fact, an entire book
could be focused specifically on this topic. All the ways that ads are bought, sold, created, served, and analyzed are
still in a developing state, but with so many phones and tablets within the market, advertisers want their campaigns to
have the broadest reach. Often the big sacrifice comes with operational scale and turnaround times, as development
entails writing many conditionals and feature detections so ads can deploy across screens effectively and properly
while also failing gracefully. Mobile advertising is a market still in its infancy but it's growing rapidly. For proof, take a
look at Figure 8-2 , with data from eMarketer regarding online ad spending worldwide by format.
If you're looking for a career change or even just a new hobby, this is a great industry to be in! Mobile is projected
to have the largest percentage growth in ad spending worldwide going into 2016. However, there are many things to
cover before you can think of it as all fun and profit. Let's start off with mobile advertising pricing.