ClickZ: Waive the Banner!

James Hering writes about the sad state of current online ad units. From the banner that doesn't match screen size resolutions to the Skyscraper, part of which is always hidden when the page is scrolled.

He is a proponent of full screen units. But what about flexible sized ad units? Ads that change size based on window size and screen resolution. Want an ad unit to spread fully across the top of a page no matter the window size or resolution? Why not develop them that way? Web site content can be designed to change shape and size based on window size/screen resolution. Why not online ads?