Editor & Publisher ® - 3 views
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So far, bostonglobe.com has published only one responsive ad. “Ad servers aren’t really ready for it yet, and advertisers aren’t quite (ready either),” Moriarty said.
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Duane Jennings on 25 Apr 12This is the huge revenue advantage that having a separate mobile page has over a single adaptive page. Having a separate mobile page does not mean the content has to be maintained in two different places though. Your CMS should handle the content in one place and still be able to display the content differently based on the device. Adaptive layout on one page just puts the burden on the phone and client PC to adjust the display rather than the CMS doing it before sending to the client. Many are doing adaptive layout wrong by sending all assets and content to phone devices which is not only bad for performance but also for user experience as it makes the page render slower.
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accessible.
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Jehl added that using responsive design forces news organizations to build uncluttered, lightweight websites. “That’s not really generally true of most of the desktop websites on the Web right now. They tend to be quite heavy and slow, and ad networks are generally built to be run on the desktop with faster browsers. There are lots of technical considerations around that, trying to figure out how best to use the same resources in dramatically different environments,” Jehl said.
