IAB Says HTML5 Is New Standard, Adobe Agrees
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In a move that is sure to change the digital advertising landscape, the Interactive Advertising Bureau laid out an overhaul to its display creative guidelines Monday that will make HTML5 the new standard in interactive marketing, further encouraging agencies to move away from Adobe’s Flash.
Adobe supported the move and helped update the voluntary guidelines which are intended to create a unified and scalable digital advertising industry along with other members like AOL, Google and Yahoo.
“Markets take time to migrate and I think a company like Adobe, who have held the previous de facto market standards, have redefined themselves,” Scott Cunningham, general manager of the IAB Tech Lab, told Ad Age. “Adobe’s software suite already has support for HTML5 … You also have different companies that have emerged with a different de facto standard, but I think Adobe has positioned itself very well, especially at the IAB Tech Lab.”
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