Abstract: A responsive advertising system is described herein that provides an advertising solution for responsive, multi-screen website design. The system allows an advertisement to change based on events, actions of the user, or other criteria that the advertiser specifies, such that the actual content of the advertisement evolves in a kind of story line. If a user first accesses a website with an embedded advertisement on the user's desktop computer, the user may see a first version of the advertisement. If the user accesses the site again from the user's smartphone or other mobile device, then the system can serve a different version of the advertisement. Thus, the system provides an advertisement authoring and serving platform that allows for the creation of a new type of highly responsive advertisement that changes over time and across devices to tell a cohesive story and does so in a unified advertising unit format.

Abstract: A responsive advertising system is described herein that provides a single responsive advertisement footprint that can work cross any screen size or ad placement and converge online and mobile advertising. Bringing together everything in a way to contain or include various formats or components in a common toolkit is presented for the first time herein. The system allows a given advertisement unit to be flexible enough to change size and shape to work across different publishing properties (e.g., website, mobile application, email, and so forth) in an efficient, optimizable, trackable, and universal way. Thus, the responsive advertising system allows advertisers to expand their reach to more device types while reducing administrative burden in managing multiple advertisements for cross-screen or channel delivery.