Google revised its AdSense platform yesterday, by including responsive design, according to a TechCrunch article.
The new units use AdSense’s asynchronous ad code, and developers can use the same kind of CSS media queries they are used to from building their responsive sites to build these responsive ad units. This, Google says, means you can “now dynamically specify the size of the ad that will be served, adapting it to fit the way your site renders a page on a particular device.”
Developers still need to make some tweaks such as making sure that each ad unit matches one of Google's standard sizes. No more cut and paste. But it's a big step forward, nevertheless.
This move to make AdSense more dynamic is smart, since Google is trying to diversify its advertising business, which is currently very desktop oriented. Owning a platform (Android) combined with a more robust ad embedding strategy will be key in ensuring Google's revenue remains strong. Their disappointing performance last quarter (at least according analyst expectations) is certainly creating some pressure to innovate.