The mobile media industry is currently experiencing great excitement, and confusion, about a set of technologies referred to as “responsive design.” Responsive design holds the potential to simplify the currently complicated and time-consuming effort required to modify and restructure web content and ad creative so that it looks its best across screens of radically different sizes, but it will also have many ramifications for the way digital advertising is bought and sold.
To foster better understanding of responsive design, the IAB created a working group to plan and write a paper defining responsive web design and responsive creative design, with a primary focus on the latter. This paper offers perspective for anyone in the digital media industry seeking a firmer grounding in what responsive . . .
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