HTML and CSS Reference
“Can Flash run on my iPad?”
“Can you help me install HTML5?”
“The client needs this to be in HTML5.” —Me: “None of the features in the ad requires it to be
HTML5.” —Client: “It just needs to be HTML5.” —Me: “Oh, OK, that makes sense now.”
And my all-time favorite, “I can't see my HTML5 ad!” —Me: “What browser are you
using?” —Client: “Internet Explorer 8.” —Me: “Thank you.”
While some of these are comical, as you can see, we are still at the infancy of this technology, especially in the
digital advertising business. This presents great opportunity, but we as an industry still have much to learn, build,
adopt, and fix with HTML5 and, much more so, in the way advertising is bought, sold, developed, and measured using
the new open web standard.
HTML5 platforms are becoming more and more abundant, and it's much more than the traditional Web that people
are used to interacting with every day. With the latest operating systems and devices doing away with the plug-in
model, more browser vendors and platform developers are relying solely on the open Web to power their application
and advertising experiences. Two examples of this are Microsoft's new platform, Windows 8 and Microsoft's new
end, which means so does its advertising model. Platforms like Windows 8 will become the norm as more and more
people understand that there are limitless possibilities with HTML5 (once adoption occurs). This can even be said
for web editor tools because they're being built inside the browser now. In other words, you don't need to install a
special application on your computer to write and design for the Web. Take the Adobe project Brackets, for example
( http://github.com/adobe/brackets ). This showcases a great web-editing tool that is built right inside your browser.
■ plug-ins are supported in windows 8; however, they need special privileges to run. For more information,
Platforms like Windows 8 resemble a similar environment to in-application mobile apps, where you get your
applications from an online shop or storefront and view ads through an instance of the browser or web view within
the downloaded app. With that said, it's safe to assume that these advertising models will need to rely on web
standards for creating interactive and emerging experiences within those environments.
Speaking of phone applications, some are even being built on HTML5 using frameworks like PhoneGap
( http://phonegap.com ) to compile down to native code for the app stores to accept. This again demonstrates the
true power (as well as the flexibility) of HTML5 because it can be used in almost any digital environment.
Publishers are even taking advantage of the new open standard, by offering progressive enhancement
approaches to their web design, by using the power of HTML5 to provide richer experiences to users whose browsers
support them, and by maintaining basic support for legacy browsers. In fact, I am sure you'll see many publishers in
the coming year implement HTML5-only solutions to both web content and advertising. This chapter focuses on new
implementations of HTML5 and where you'll see browsers and advertising moving toward very soon.
Think of this as the new frontier of digital advertising powered by HTML5, and you are the pioneer!