How HTML5 is changing the face of mobile

HTML5 is enabling open, cross-platform rich-media standards that will help brands’ and agencies’ display advertising achieve the compelling creative and reach across mobile devices they have been seeking. Apple contributed significantly to the growth of HTML5—first by refusing to let its iOS devices support Adobe Flash, then by launching its own rich-media mobile ad network, iAd. However, HTML5 is an open standard, and it will do for mobile what Flash did for online. One of the real benefits of HTML5 is its potential, in the long run, to standardize the highly fragmented rich-media universe, making it easier and more efficient for advertisers to engage consumers with even more immersive advertising experiences – across both PC and mobile – at scale.

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