The use of HTML5 as a standard for websites and apps will be for some time, and especially promoted by Google, for example, where the compatibility of web pages and the mobile internet is as a ranking factor. HTML5 can do both, Web and Mobile Web and is also used in the app development. This general compatibility is increasingly accepted and so now follows the official publication of the W3C HTML5 specification by the announcement of HTML5 standards for online advertising by the Interactive Advertising Bureau.

Motivation for the development of HTML5 specifications for online advertising is a simplified cross-media design. This also applies even though online advertising on different platforms typically looks different or should look like, because individual elements are available and the large number of devices on the market today is guaranteed here about the representability. Therefore possible ranges are optimized and at the same time reducing costs. Was previously required a unified framework for digital advertising. For although there are as described above consistent and reliable specifications, but HTML5 is not yet defined as a standard. The latter allows developers are still options open to work with functions that are not yet compatible with all browsers. Thus, the policy of the IAB Framework understood as practicable HTML5 features in the sense of the optimization and rationalization of and in the online advertising.