Welcome to the responsive design era. Okay, maybe it’s more like a phase. Or even a blip. Because the mobile web grows fast. Real fast. And responsive web design will be outmoded when either native apps can outdo them, or web apps can deliver a better user experience.
In the meantime, responsive is the way to go. Essentially, it means building your site (or ads within it) so that the layout adapts automatically to the user’s browser and screen resolution.
For example, Engadget.com is a responsive site you might experience in any of three layouts based on your device. The content remains the same, but the format served is automatically determined by your browser width.
Tablet- portrait mode:
So why bother building your site in a responsive way? One reason is flexibility. You can maintain ad placements that can fit virtually any screen. With a native app, publishers are confined to ad placements hard coded into the app.
Another is to meet the needs of users who don’t want to bother downloading an app in order to read your news right now. Maybe they reached your website randomly through another app or site, and you want them to stay without forcing them to download your... Read more