Adobe Gives New Meaning To Search Advertising, Makes Online Ads Searchable
Adobe has developed a method through HTML5 that allows brands to build advertising content that Google can index in search results. The Edge tools, an alternative to Flash, allows companies to build animation into their Web site or online ads.
Mark Anders, Adobe Fellow, calls the content "a presentation on the Web site or something that could resemble an ad" built in Edge as a special version of HTML5 file. The format enables Google's and Bing's bots to recognize the file as text and serve up the content in search results.
Aside from l owering development costs for ad agencies, the technology provides multiplatform support. With the ability to turn ads into searchable content, the next question is whether the search engines will block or ask agencies to prevent the content from serving up.
Earlier this month, Adobe released Edge preview 6, adding productivity and publishing tools. Content made with Edge runs on mobile devices or desktops.
Adobe transitioned from Flash to HTML5 for several reasons. Among them, Apple would not allow anything Flash-related to run on the iPad. Search engines such as Google or Bing could not read Flash well enough to index the content, but Anders said the engines can have problems reading HTML if the content is not structured properly.
Usually Edge saves files in HTML and dynamically injects the code into the pages at runtime through JavaScript. It works similar to Gmail. Since Google can't index it, Adobe engineers created a publishing option. Publishing content as static HTML allows companies to create and optimize content search engines can read.
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
1 comment on "Adobe Gives New Meaning To Search Advertising, Makes Online Ads Searchable".
Leave a Comment