Although Adobe kept Flash alive for a long time, when Apple and Google stopped supporting the protocol, that was that. Now, Flash is dead. Especially for websites, and for online advertisements. After the two giants decided not to support Flash on mobile devices, it was obvious that online advertisers, particularly on the mobile market, had to react – especially since the share of mobile internet usage is steadily increasing. The following article by  explains the new standards that were announced by the IAB (Internet Advertising Bureau).

iab standards

Online Advertisement and the New HTML5 Standards

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Own Standard for HTML5 Ads

Since the advertisement market, in particular, is dependent on standards to be able to display ads on many different websites without complications, there are specific directives by now that decide how HTML5 ads have to look like technologically. The Interactive Advertising Bureau (IAB) has published guidelines that set specifications for HTML5-based banner advertisement as an international standard. Some national institutes have already elaborated upon these standards and defined them more precisely for their respective markets.

As, in contrast to Flash, HTML5 banners can not be delivered as a single file, the guidelines decide which files need to be included. „index.html“ as the base is necessary. Besides that, CSS and JavaScript data, as well as images and videos can be parts of an HTML5 ad.

An HTML5 banner is delivered as a ZIP file that contains all the data. There are some exceptions, however, for example when files are loaded externally, like a video that is integrated from an external source.

File Sizes: The Smaller, the Better

The same that applied to the GIF and Flash formats applies to HTML5 ads. Ad formats need to have small file sizes to reduce their loading time. That’s why graphics should be compressed as well as possible. There are plenty of compression tools for JPEG and PNG files that can save a couple additional kilobytes. Every kilobyte counts in online advertising.

You should leave out comments and other unnecessary information in the HTML, CSS or JavaScript source. You can also save some space by forgoing word wraps.

No Flash, Many Advantages

Looking at the features that CSS, web fonts and SVG come with shows that there are almost no disadvantages regarding design options when…

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