When it was officially announced that the iPhone would never have Flash player installed, Apple users moaned. When Steve Jobs denounced Flash and swore that the iPad would also be Flash-free, people began to become concerned. For animation and video, Flash currently reigns supreme on the Web, but it has not been and is still not the only option.
The Smokescreen website lists multiple demos of their product in action, although some of them still need to work out the kinks. Technology powerhouses like Apple, Google, and Mozilla are pushing for the adoption of HTML5 video, while Adobe hopes to hold onto its claim on web animation and video. One obstacle that HTML5 proponents must overcome is the inability for current HTML5 video to display dynamic ads. Several marketing firms are working quickly to develop solutions. Current YouTube videos using HTML5 do not display ads, and those videos that do use Flash only.