apress - html5 advertising (2013)

[...]... online video great Robert Reinhardt outlines the fragmentation around HTML5 s video element, not to mention the overall support for HTML5 (see “The World of Pain That Is HTML5 Video”: transitioning.to/2012/01/the-world-of-pain-that-is -html 5- video/) Things like streaming and adaptive bitrate are all things outlined within the article HTML5 vs Flash on Mobile For advertisers in the modern world, mobile... Figures  1-3 and 1-4 show how one-click action by a user can actually ping a few different locations before it presents a landing page Figure  1-3 illustrates what is called an in-band click redirect In-band is the older of the two methods requiring a “daisy chain” effect to ping servers Figure 1-3 .  How an in-band click redirects work 11 Chapter 1 ■ The Campaign Process The second method, out-of-band click... topic, look at the section titled “responsive-ize it” at Note For www.ravelrumba.com/blog/responsive-ads-real-world-ad-server-implementation/ IAB In the digital advertising space there is an established bureau to help the industry cure its headache and fragmentation-related problems, whether they be mobile, display or even connected televisions The Interactive Advertising Bureau (IAB) provides standardization... These mishaps come at the cost of a make-good Make-goods are often payable when the ad-serving company does something to hinder the release of tags on time to the publishers This is also the case if a publisher double- or triple-books ad inventory at a specific time that the plan initially asked for This make-good typically comes by way of free ad serving or an agreed-upon amount of additional impressions... around privacy still arise in advertising, whether it’s browser- or Flash-based cookies One thing is for certain, though: with Flash, rich media advertising was really born; rich motion graphics, video, dynamic data, and much more could finally be done within the browser by using a true ubiquitous plug-in HTML5 So now we know that Flash has made the biggest impact in online advertising thus far, and we’re... once (see Figure  1-4 ) Figure 1-4 .  How out-of-band click tracking works ■■Note  For more information on how to set up appropriate click tracking, see the IAB’s click measurement PDF: http://www.iab.net/media/file/click-measurement-guidelines2009.pdf Optimization Upon completion of the tracking, one additional level of creative optimization is needed to ensure all creative meets k-weight specs and doesn’t... for advertisers, there was a nifty little browser plug-in gaining traction in the market The famous “skip intro” plug-in created by Macromedia allowed developers to easily create rich animation and add video and interactivity Simply put, this plug-in single-handedly changed the face of online advertising forever Flash Throughout the 2000s, digital advertising was pushed as far as it could go with animated... could derail a campaign launch This could result in a lot of back-and-forth involving the ad server, the publisher, and the creative agency, depending on whose domain the issue is in The back-and-forth can be time-consuming for sure, but its important to hash out issues that may come up during the campaign before the launch Think of it as test-driving a car before it’s taken out on the track Campaign Launch... plug-ins will always bring you out on top in the long run As with all respectable technology of its time, it eventually comes to an end and eases the fragmentation for everyone For more insight into Steve Jobs’s perspective on the Flash platform, check out the now-infamous post “Thoughts on Flash” (apple.com/hotnews/thoughts-on-flash) HTML5 Adoption Now you may be saying, “OK, so Apple pushed through HTML5. .. collects, such as e-mail addresses, names, and phone numbers This information is a user-controlled process: the viewer needs to enter information into a form field within the ad Third-Party Tracking Another tracking concept in digital advertising involves third-party redirects and third-party tracking validation A third-party tracking situation is one where another analytics company, in order to verify . ����������������������������233 Chapter 11: Dynamic Advertising with HTML5 ■ ��������������������������������������������������������������257 Chapter 12: Bleeding-Edge HTML5 ■ ��������������������������������������������������������������������������������297 Chapter. start learning about the future of digital advertising. 1 Chapter 1 The Campaign Process Welcome to HTML5 advertising. The goal of this initial chapter