Why HTML5 is causing the ad industry pain

We're currently facing a serious skill shortage in the digital advertising world for HTML5 expertise.  

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So some of our people also started creating ads using HTML5, with our front-end developers working with the leading digital ad management platforms, such as DoubleClick, Sizmek, Flashtalking and Celtra.

These ad servers all have different tools for building ads – they're a little bit like applications – you upload elements and images and you try to create the ads within their system.
The challenge though is that all those tools run differently. Some are more sophisticated, while others are frankly still in beta in terms of functionality.
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Then, over the summer when Google and Mozilla switched off Flash in Chrome and Firefox, the media agencies stopped booking Flash ads altogether.
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Clients don't always have the budget to pay for this new reality. They've been used to paying for Flash banner ads at a fairly commoditised rate, but all of a sudden a banner ad can now be costing two or three times what a Flash banner used to cost, because it happens to be hand-coded.
http://www.creativebloq.com/advertising/why-html5-causing-ad-industry-pain-111517824