Quote, unquote: Responsive ads as a question of scale and acceptance

“You can scale the ad sizes but you can’t scale the creative.” 

-- Aaron Jones, chief technology officer and vice president of product development for IDG’s Consumer & SMB group, speaking during a keynote presentation at the MPA Digital: Technology conference in New York. Much of the discussion was about a lack of industry movement toward responsive ads even as publishers make the transition to HTML5. [Thanks to eMedia Vitals.]