Google announced its new HTML5 creation tool called Web Designer (via Tech Crunch) that it says will ship “in the coming months.”

Google Web Designer will empower creative professionals to create cutting-edge advertising as well as engaging web content like sites and applications – for free.

In its announcement, Google notes that “90% of multiple device owners switch between screens to complete tasks,” emphasizing the importance of HTML5 based content to reach users on mobile devices.

Google Web Designer will feature integration with both DoubleClick Studio and AdMob, which Google says will simplify creating HTML5 content to be served across its platforms.

While Web Designer’s focus according to today’s announcement is seemingly focused on simplifying ad development across mobile and desktop platforms, it seems like it could serve more content creatives outside of the ad segment.

HTML5 has largely replaced Flash-based content as advertisers and content creators in general move to keep up with web browsing trends.

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