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v
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
xxvii
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 eort to gauge interest from other
people in the industry, and from what I found quickly, I wasn’t the only one thinking about this stu! In Q1 of 2012,
I felt condent 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 ve 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 rst to welcome you to the crazy world of digital advertising (if this is new to you).
is 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 stu up front. With that out of the way, let’s take
a look at the next logical question:
What is HTML5?
e 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.
is 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 specication 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 oers the same
robust experiences we’ve become used to seeing with plug-ins like Flash. Conversely, since HTML5 is an evolving
specication, managed by two consortiums (W3C and WHATWG), with two dierent agendas for the specication,
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 specication
and, much more importantly, when.
■ IntroduCtIon
xxviii
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 specication is not set for completion and nalization for years to come. On top of
that understanding, the browser manufacturers will have to release nal updates and bug xes 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 eects 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! is industry is moving so fast that any attempt
to document some features would do a disservice to you and myself for wasting eort. Before we start, if you’re
interested in where the HTML5 specication 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.
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