HTML and CSS Reference
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members and adopted by the IAB as universal mobile rich media advertising formats. These formats are intended to
be scaled across publishers; that is, publishers should adopt their spec if they are certified with the IAB.
We'll cover sdKs and in-application advertising in more detail in Chapter 9.
Development Tools
We've talked a bit about the troubles within company operations and how the IAB is attempting to provide ease
through standardization, but we haven't yet discussed, from a creative standpoint, the tools that have emerged on the
scene to ease developers' and designers' workloads when creating rich media ads. Development tools from Adobe, such
as Wallaby, Edge, Shadow, and even Flash, have definitely showcased how Adobe, as a company, is really focused on
the emerging web standards and is out to give developers the best tools possible for creative design across the HTML5
browser market (see more about these in the “Adobe” section).
A newcomer to the scene, Sencha, has also developed many advancements in this area, what with Sencha Animator
and even more with the HTML5 enterprise application market, with ExtJS, and with Sencha Touch. Sencha Animator is a
desktop application that eases development for HTML5, CSS3, and JavaScript creatives. The tools can be used for anything
from simple to complex animations to easily including interactivity, custom-executing JavaScript, and cross-platform
video, all within one clean user interface very familiar to users of Adobe's Flash Professional. Both companies (and others
not mentioned here) have created these tools to help alleviate the operational costs of building ads and even rich web
applications on the new browsers. (To learn more, visit and to view current product downloads.)
We'll dig much deeper into the mobile toolsets and programs in Chapters 8 and 9.
HTML5 Business
Unsurprisingly, HTML5 is a business as much as it's a progression in web technology. The following sections will
provide insight into different companies' positions on HTML5 and how they fit into the environment and, ultimately,
support the growing specification. In addition, these sections will give an idea on where they fit within the advertising
sector. After reading this section, you should have a much clearer understanding of who the big players are in the
space, as well as who the newcomers are, and be a better-prepared HTML5 advertiser. Also, throughout this topic,
we'll take a look at all the companies looking to assist in HTML5 advertising creations.
Apple has long been associated with innovation, technology, and online enhancements. With the iPhone and iPad
partly responsible in shifting the Web towards HTML5, it seems only fitting to start with this company and outline
their objectives as they pertain to HTML5 and emerging web standards. As you remember from what's gone before,
many thank Steve Jobs for pushing the impending web standard that is now called HTML5. Every book about Steve
Jobs tells how focused he was on perfection. Perhaps it was this perfectionism that skyrocketed Apple's market share
and capital gains in the past couple of years. When, following a protracted battle with cancer, Jobs passed away in
2011, Tim Cook became CEO of the biggest and most profitable company in the world.
Tim Cook's core vision is very much aligned with Steve's. New versions of the iPad, the iPhone, and the Mac have
been released on schedule, and Apple's market share continues to rise. The hardware Apple releases continues to
get faster, more powerful, and more mobile. Having these sophisticated devices enables developers and designers
to really raise the bar as it relates to HTML5. As for HTML5, Apple members are active in the W3C and continually
building their browser, Safari, into an HTML5, CSS3, and JavaScript powerhouse.
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