To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format. And the one open, industry-standard, universal format for building mobile-ready creative is HTML5. If you're not familiar with HTML5, IAB offers guidance on optimizing HTML5 ad code for better performance across platforms: HTML5 for Digital Advertising 1.0: Guidance for Ad Designers & Creative Technologists. In addition, IAB, in partnership with technology leaders in the space, will be producing a series of webinars focused on HTML5 and other mobile advertising solutions. Read the full letter.
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