Header Bidding

HTML (HyperText Markup Language) is the standard coding language used to structure content on the web. In digital advertising, HTML is the backbone of display and interactive ad creatives, defining how images, text, videos, and animations appear within ad units.

Modern HTML5 has replaced older Flash-based formats, allowing for rich, responsive, and mobile-friendly creatives that adapt to different screen sizes. For instance, HTML5 banners can include animation sequences, interactive elements, or real-time content updates via JavaScript.

Because HTML is universally supported by browsers, it ensures compatibility and performance consistency across all devices. For advertisers and publishers, mastering HTML enables full control over creative design, interactivity, and user experience.

A Heatmap is a visual analytics tool that displays where users focus their attention on a webpage or app interface. Warmer colors indicate higher interaction density—such as clicks, taps, or mouse movements—while cooler areas show low engagement.

In digital advertising, heatmaps help publishers and advertisers understand how users interact with creatives, CTAs, and layout elements. For example, if most clicks occur near a navigation bar but not on banners placed lower on the page, ad placements can be adjusted for better visibility and performance.

By analyzing scroll depth, hover behavior, and attention distribution, heatmaps guide data-driven design decisions that improve viewability and increase ad engagement across all devices.