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The digital world can be tough. Terms come and go at such a pace, and before you know it, everyone's chattering about HTML and mobile-first strategies without having ever stopped to explain what they mean.

We here at Page Lizard are just as guilty of this, and we're aware that people can sometimes be a little embarrassed to stop us and ask about the basics.

Last week we hosted a tech talk at the Publishers Association (PPA) in London on the subject of "HTML apps, the way forward". I originally had a question mark in the title, but was told by the other participants Michael Kowalski, Founder of Contentment, the developer behind the Padify platform and Clare Evans, a Front End Developer at Kaldor who produce the PugPig platform to take it out. There is no question that HTML apps ARE the way forward, it seems.