Dynamic advertising is nothing new in today’s world. The concept of rich creative paired with relevant messaging and data is something users and marketers have grown accustomed to seeing. However, this sort of dynamic behavior was traditionally done using Flash and the ad would reference an external web service to update its creative contents, which could be updated text, new images, or even a new ad experience altogether. In this chapter, I’ll focus on the same concepts that helped shape the dynamic advertising market, but I’ll do it with a primary focus on HTML5 and related open web technologies.
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