广告客户可以利用下面哪种技术来投放广告，并在桌面平台和移动平台上都获得理想成效？

HTML5 is the correct answer because it is a versatile web technology that allows for the creation of rich, interactive ad experiences that function seamlessly across various devices, including desktops and mobile platforms. Its responsive design capabilities ensure that ads adapt to different screen sizes and orientations, providing an optimal viewing experience for users. "市场"部分 (Marketplace) in Display & Video 360 is a platform for buying ad inventory, not a technology for ad creation. Native apps are standalone applications for specific platforms (iOS, Android) and are not a universal ad format for both web and app environments. Campaign Manager 360 is an ad server and campaign management tool, not a technology for building the ad creative itself.