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New York’s digital advertising startup Adcade launches its new cross-device platform: Adscript

There are probably more than a few business development managers out there in digital Adland who are becoming a little twitchy about what the Apple-driven death of Flash will mean for online advertising sales (and campaigns more generally). But New York ad tech startup Adcade has a clear proposition for those who are beginning to feel nervous: let Flash go and get over it.

Roll over, Flash

As seasoned business development managers will be all too aware, advertisers who’d gotten used to Flash were forced to work around its failure to operate on mobile devices; five years ago, you may recall, the first iPhone was launched with its prominent absence of support for Adobe Flash. What looked like an omission then was to turn into a death-blow: Flash’s mobile dreams were, frankly, pole-axed at birth, leading the Internet Advertising Bureau to issue an open letter urging advertisers to shift from Flash to HTML5.

Adcade’s CTO Buzz Wiggins (an ex-Googler) noted the effects on digital advertising, “The first initial reaction,” he said, “was to fragment and use some technology for desktops and use different platforms for mobile devices.”

But there’s an alternative to using a slew of different platforms: stick to one programming language: Adcade’s. According to Wiggins, with its new programing language Adscript, the startup has “made Flash irrelevant.”

What’s in a coding language?

The company, which launched in 2011, built both the proprietary ad-building platform and the coding language from the ground up, with both designed to meet the requirements of digital advertisers.

But, the inquiring business development manager will surely be asking, what exactly is Adscript? According to Adcade, it is a highly flexible Javascript-based scripting API that Flash and HTML5 users will feel familiar with, but yet has inbuilt adaptability to render it compatible with new technologies arriving as the industry evolves. All ads designed with Adcade’s software will seamlessly adjust across all devices, browsers, screens, placements and sizes, all from a single tag.

The startup operates an advertising studio to showcase exactly what its software can do for customers and advertising agencies, and it’s just attracted a hefty round of Series A funding ($5million worth) led by Polaris Partners.

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