It’s not just web-sites that are going responsive, to combat the move to cross-device customer journeys advertising is going to get responsive and sooner than your think. The primary driver is the sites themselves, if you want to be able to place adverts onto a site that is responsive itself then surely the advert must also be responsive?
Google recently announced all sorts of horrible penalties if your site is not properly responsive so maybe that’s their hidden agenda – if every site in the world became responsive it would make Google’s life a lot simpler!
Its hopeful that the current dire performance of advertising on mobile could be thoroughly energised with a neat and unobtrusive solution but don’t hold your breathe, its still early days. As usual, the IAB (the body that controls this stuff) is a little behind and a little slow out of the blocks; they’ve got a working group and they released a draft paper (PDF) at the end of last year but they seem not to be in the driving seat.