Every mobile user has been there—trying to look up a piece of information only to be confronted with terrible usability (a tiny page, minuscule font, or graphics that never load). As smartphones and tablets become more mainstream, users and businesses alike stand to benefit from websites that translate well to mobile. To make websites user-friendly across multiple devices, designers generally employ one of two methods: adaptive web design or responsive web design. When redesigning your website to be “mobile friendly,” knowing the differences between these approaches will speed up the conversation between you and your design team.
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Responsive Websites Are Great for Users, but How Are the Ad Dollars Being Affected?
Since so many consumers hop from smartphone to desktop to tablet and back again multiple times a day, Web publishers have rushed to embrace responsive design: a technology that automatically resizes content to fit any screen.
The responsive movement has been a win for users, who increasingly want to consume content on multiple devices. It also has yielded a welcome by-product: better mobile advertising opportunities. Inherently, responsive sites place mobile ads front and center, rather than relegating them to the sidelines.