Responsive design is widely considered to be the future of web design as it allows site owners to adopt a user-centric and mobile-first approach.
In a nutshell, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.
It’s a topic we’ve looked at in more detail in posts about why sites should consider responsive design and another citing 10 great examples of ecommerce sites using the technology.
But while there are many benefits to using responsive design, there are still major problems to be overcome in regards to advertising.
At the moment ad formats are generally incompatible with responsive design, forcing site owners to either find hacks to rescale them or hide the ads altogether on mobile screens.