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In contrast, many businesses may use an adaptive approach. With Adaptive Web Design, or AWD, multiple customized platforms are provided to optimize the site with each device it is being viewed on. While RWD downloads all the content and simply formats it to screen size, AWD will alter the website experience based on the user’s device, screen size and OS. For example, with faster phones, more enhanced features will be displayed, while with older phones’ unsupported Flash, features would not be provided. It may be more time consuming for the programmer, but it’ll pay off as AWD supports mobile ads, regenerating that lost revenue.

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