This part of the overall responsive Web design concept may be out of the reach for small and medium-sized businesses, who may prefer to optimize on a standards-based approach and, in essence, hope for the best. Alternatively, those businesses may be able to take advantage of frameworks such as jQuery Mobile that can query devices and make intelligent features about what HTML and CSS features will work. This is, perhaps, the most active area of innovation in the responsive Web design paradigm.
Web Ad Tech Hasn't Kept Up With Responsive Web Design
The most common challenge user-facing website creators have — well, at least user-facing websites funded by advertising dollars — is how to scale the advertising. Banner ads typically have a fixed width and don't scale down or degrade well; they simply work at a certain width and stop functioning when that width decreases.
This obviously affects site operators' revenue. How can they justify monkeying with design and creating mobile-first experiences when those valuable views and clicks aren't monetized? This is an area where pressure from site operators will be the big lever by which advertising companies will be induced to create and provide the technology for advertising to become compatible with responsive Web design techniques.
Whether you lead a team of designers responsible for an internal or external site, or you are a Web developer yourself, you need to know that responsive Web design is here to stay. Become familiar with it, study the techniques and insist that your partners make technology that makes responsive Web design both possible and attractive.
Sign up for CIO Asia eNewsletters.