Responsive Web design continues to gain attention and implementation, as all kinds of companies across all industries try to offer consumers prime experiences no matter what device they’re on. However, it seems that there’s a hurdle that’s hindering the adoption of responsive design: advertising.
Jenny Xie writes about this difficulty for PBS MediaShift, and while she approaches the topic with an eye to the media industry, it’s relevant to all marketers and brands.
“The surface-level problem that a responsive-designed website poses for advertising is that ads are typically delivered in fixed dimensions (not proportional to the size of their container) and typically sold based on exact position,” according to Xie. While there are solutions out there aiming to make ads as flexible as the Web pages they reside on, these approaches aren’t viable solutions.
Ads must eventually adapt to the medium and device they’re being seen on rather than just responding to predetermined resolution break points, according to Andres Max, a software engineer and user experience designer for Mashable.
However, this is only the tip of the iceberg. The underlying problem with mobile advertising isn’t about design tactics
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