Display advertising for mobile devices has been hard for a long time. Existing display ads were shrinked down, but that didn’t make for a great user experience. Ads created in Flash didn’t even work in many cases. And by using the old GIF-format an advertiser couldn’t bring the rich media experience that we’re all used to nowadays.
But, according to Google, the next generation of mobile display ads are built with HTML5. In the fall of 2014 they launched several new mobile display ad formats and tools across the Google Display Network, the AdMob Network and DoubleClick. They enable advertisers to build new ads that will work across screens.
And so, the future of HTML5 display ads is known. With this push from Google and the IAB urging marketers to use HTML5 for mobile ads, it is clear that the next generation of display ads is built with HTML5.