Evangelists, Focus on Standard Ad Code
Post from January 7, 2007 (↻ March 30, 2016), reflecting Jens the Developer.
This and many other posts are also available as a pretty, well-behaved e-book: On Web Development.
Here’s some ad code I see way too often:
And it’s also the code, uncensored except for “SNIP,” we used to receive from ad partners. We had (and my former colleagues probably still have) to rework each and every ad that has come to us. It has made all our attempts harder to output at least valid code.
This freak show needs to stop. While at GMX we tried to talk to ad companies to use standards-compliant code, nobody seems to talk about this important aspect in public. Monetized websites take it easy and like to use the standard ad code they receive from advertising partners like DoubleClick or Falk. That code sucks. It’s one of the brakes in the process to get larger sites use higher quality code, and join our cause.
I don’t want to mention Google here. Their code is bad almost all the time, though sophisticated in certain applications. Hopefully, Ian and Co. bring improvement; my former proposals to improve Google’s AdSense code didn’t go anywhere.
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It will be a tall order to say the least getting any of those companies to even consider creating something remotely clean. There are very few advertisement inclusion companies that seem to have anything even remotely resembling non-proprietary HTML.
It doesn’t score well on the accessibility side either anyway good luck with trying to “convert” them.
We have a problem in Opera, where flash ads served by doubleclick are sometimes displayed twice when plug-ins are not available (such as devices and phones) or switched off. I’m in the process of getting a DoubleClick contact, so I’ll bring this issue up with them as well. I can’t promise anything, but well try to get them to use more valid code.
Chief Web Opener, Opera Software
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