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HTML5 Advertising Going Forward ������������������������������������������������������������325 www.it-ebooks.info For your convenience Apress has placed some of the front matter material after the index. Please use the Bookmarks and Contents at a Glance links to access them. www.it-ebooks.info Contents at a Glance Foreword ��������������������������������������������������������������������������������������������������������������������������� xix About the Author ��������������������������������������������������������������������������������������������������������������� xxi About the Technical Reviewer ����������������������������������������������������������������������������������������� xxiii Acknowledgments ������������������������������������������������������������������������������������������������������������ xxv Introduction �������������������������������������������������������������������������������������������������������������������� xxvii ■ Chapter 1: The Campaign Process �������������������������������������������������������������������������������������1 ■ Chapter 2: Evolution of Advertising Technology ��������������������������������������������������������������21 ■ Chapter 3: Advertising with Web Standards ��������������������������������������������������������������������37 ■ Chapter 4: Using Canvas, SVG, and Web Fonts ����������������������������������������������������������������61 ■ Chapter 5: Animations and Presentations �����������������������������������������������������������������������85 ■ Chapter 6: HTML5 APIs ��������������������������������������������������������������������������������������������������121 ■ Chapter 7: HTML5 Media �����������������������������������������������������������������������������������������������149 ■ Chapter 8: Mobile Web Advertising �������������������������������������������������������������������������������189 ■ Chapter 9: In-Application Advertising ���������������������������������������������������������������������������217 ■ Chapter 10: Offline Storage, Tracking, Debugging, and Optimization ����������������������������233 ■ Chapter 11: Dynamic Advertising with HTML5 ��������������������������������������������������������������257 ■ Chapter 12: Bleeding-Edge HTML5 ��������������������������������������������������������������������������������297 ■ Chapter 13: HTML5 Advertising Going Forward ������������������������������������������������������������325 Index ���������������������������������������������������������������������������������������������������������������������������������339 v www.it-ebooks.info Introduction Why write a book geared toward advertising with a focus on HTML5? Well, for most of 2011, my job was to create, debug, and make informed decisions on HTML, CSS, and JavaScript in the emerging browser market, and boy was it frustrating! During December of that year, I had some free time to myself, and took the time to draft an outline to a book that I would want to read, based on all the troubles I faced throughout the year. Needless to say, I had lots to say, so that outline grew to be 20+ pages, covering all topics around advertising in the digital world and more importantly how it’s being drastically altered by HTML5. In the beginning of 2012, I ended up pitching the outline to a few folks in an effort to gauge interest from other people in the industry, and from what I found quickly, I wasn’t the only one thinking about this stuff! In Q1 of 2012, I felt confident that I had developed a strong enough outline on the content, and I was really excited to write this thing! So, after signing with the kind folks at Apress, I began to write, develop, and test for most of 2012. I guess you can say I was pretty fed up with hearing things like “Will Flash deliver on tablets?” or “Why do I need to have five versions of my ad for this responsive site?” Note: if these questions seem new to you, don’t be alarmed; I’ll cover all these topics throughout the book. Needless to say, the need in the industry was strong! With that said, let me be the first to welcome you to the crazy world of digital advertising (if this is new to you). This industry is fast-paced, cutting-edge, and growing constantly. If there is one thing that’s consistent with it, it’s that it changes rapidly. I’ve been in this industry for nearly a decade and can attest that it requires someone with high-energy, quick timing and often someone who can deal with stressful surroundings. If you’re looking for a career change by reading this book, I feel you should know the important stuff up front. With that out of the way, let’s take a look at the next logical question: What is HTML5? The W3C states the following: HTML5 is being developed as the next major revision of HTML (HyperText Markup Language), the core markup language of the World Wide Web. HTML5 is the proposed next standard for HTML 4.01, XHTML 1.0 and DOM Level 2 HTML. It aims to reduce the need for proprietary plug-in-based rich Internet application (RIA) technologies such as Adobe Flash and Microsoft Silverlight. This is a great universal outline, but I’d like to elaborate on it for you as it relates to the context of this book. HTML5 is a specification for the new and emerging open Web. It’s often a widely used term to loosely describe the ability to target platforms where Flash is not accepted. However, in reality, HTML5 is much more than that (http://platform.html5.org). It’s an evolving standard built on many web features that we’ve grown accustomed to in rich platforms, like Adobe’s Flash environment. Since HTML5 relies on the native qualities and APIs of the browser, it provides a faster and higher-performing approach to web and ad development because it offers the same robust experiences we’ve become used to seeing with plug-ins like Flash. Conversely, since HTML5 is an evolving specification, managed by two consortiums (W3C and WHATWG), with two different agendas for the specification, it means it’s a moving target to deploy toward because there is plenty of room for fragmentation and interpretation among the marketplace regarding which browsers and devices can utilize which feature sets of the new specification and, much more importantly, when. xxvii www.it-ebooks.info ■ INTRODUCTION HTML5 is the future of the Web but more importantly the present of web advertising, especially if you want to target users in the endlessly growing mobile and tablet landscape, which is becoming a frequent request as more clients make the shift from proprietary platforms such as Flash to the open web standard for more reach and penetration. It will be many years until the advertising space has fully adopted HTML5 as its main platform for delivering and rendering ads, but this book is geared to surveying the current landscape, making some educated assumptions, and adding some developer assistance as the shift happens. Before we dig in, I’ll review what this book is and what it is not in order to set expectations accordingly. First, you must understand that the HTML5 specification is not set for completion and finalization for years to come. On top of that understanding, the browser manufacturers will have to release final updates and bug fixes before full adoption within the market occurs and emerging features can be used safely across browsers. Second, this book assumes you have some basic knowledge of the Web and development, which means you understand HTML, CSS, JavaScript Flash, and the use of APIs because there are code samples throughout. Next, you shouldn’t be using a dated browser and attempting to work with HTML5 and the code samples in the chapters. IE6, I’m looking at you! If this seems strange to you, trust me you’ll understand more as you read the book. So, be sure to download one of these browsers before continuing: • Chrome: http://google.com/chrome • Mozilla: http://mozilla.org/en-US/firefox • Opera: http://opera.com • Safari: http://apple.com/safari • Internet Explorer: http://ie.microsoft.com Next, this book is not a beginner’s guide to coding or ad development but a guide to assisting web developers who understand code practices and how it relates to advertising on the Web, while also providing insight as to why certain things occur in the complex world of advertising. Finally, with this book, you’ll learn about HTML5 and its effects on web advertising but at the end of the day, I want you to understand how to take advantage of this cool technology within the browsers that support it. Also, I’d love to include every facet of advertising technology with regard to HTML5 in this book, but truth is there is just too much out there that’s evolving and changing, and that’s a good thing! This industry is moving so fast that any attempt to document some features would do a disservice to you and myself for wasting effort. Before we start, if you’re interested in where the HTML5 specification develops from, please visit the following sites because the information there is always changing: • http://whatwg.org • http://w3c.org With that primer out of the way, let’s move on to Chapter 1 and start learning about the future of digital advertising. xxviii www.it-ebooks.info CHAPTER 1 The Campaign Process Welcome to HTML5 advertising. The goal of this initial chapter is to get a complete, end-to-end view of the entire campaign process before we dig into the big stuff. Understanding the campaign process will provide insight into how everyone works together to get campaigns out the door on time. Furthermore, this book also aims to clarify where creative and development fit into the scheme. After breaking down
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