In the lead up to Advertising Week (September 29-October 3), the Advertising Week Social Club -- the official blog and social property of the event -- will work with contributors from around the world to provide insight, perspective and education on the industry. Millennial Media Creative Director of Creative Services Sarah Jennings contributed to the publication with a look at the differences between responsive and adaptive design in the context of ad tech.
Below is a sample of her piece; click here for the full text.
“Responsive design has been the buzzword of the last few months. It is a very powerful design and building process.
Based around the concept of “breakpoints,” responsive design asks you to think about the structure of your content in a different way. Each piece of content or information is part of a chunk, and the breakpoints tell the screen how to change, or rearrange, each chunk based on the width of the screen of a given device. It’s a mobile-first way of thinking where content and organization are primary, and the design aspect is secondary. This is a great way to think about your site or web app, as you can never be sure what size screen your content will show up on.
As great as this approach can be, it doesn’t really apply to ad creatives. The entire concept of “responsive” solves for a problem that does not exist in the ad space.”
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.