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.