Ben Rathbun is an Interactive Product Manager at RhythmOne and member of Creative Services team. He is responsible for brainstorming, planning, developing and testing new and innovative rich media ad products, start to finish. Additionally, Ben serves at the technical liaison between Publisher Services, Tech/IT and the rest of the Marketing team.
In an era where programmatic buys have taken over and mathematical algorithms control dominant portions of the buying and selling process, it’s easy to lose sight of the part of our industry that you just can’t automate: Creative....
Enter the new standard video creative delivery: HTML5. Similar to other creative developers across the industry, the crew at RhythmOne had our work cut out for us in our migration to HTML5. While the switch – “flashpocalypse” as it was jokingly dubbed – happened more or less overnight, preparation for it was a long road with many hurdles. Our creative services team learned a lot during the transition, and below are some of our learnings and insights....
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