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There are different strategies for meeting market demand for suitable content presentation on the wide variety of digital devices in use today. One strategy is to make the web pages "responsive" so that web page layout changes when the content is accessed with devices of different screen dimensions. Another strategy, practiced by Atypon, is to serve "adaptive" web content that is customized for specific types of devices, taking into account screen size, user controls, and user behavior. In this presentation, we explain the differences between adaptive and responsive web design and share important information to help publishers assess their own strategies.