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To produce the optimal user experience for different use cases and environments, all built into one website.
In other words, an adaptive layout, that usually consists of:
Full functionality changes:
-Custom Jquery modules that only run at certain screen resolutions
-Dynamic PHP that includes/replaces content instead of hiding it
Fluid or strict, starting with a grid makes degradation easy:
Smaller resolution query:
1, 2 and 3 columns = 30px
Responsive Design is most commonly used right now to address degradation to smaller viewports from the current normal average screen resolution for users
It can also be used to pre-emptively design for larger resolutions as well.
-you'll be trendy and adhering to that new resolution before anyone else
Many ads are sold by taking size and placement on the page into consideration. If you are selling one ad that adapts to different sizes, as well as changes it's placement on the page at different sizes, then don't we have to reinvent how ads are sold?
Many of the solutions are still in prototype phases from a technical standpoint as well.