As of the 2nd of January, 2017, Google will no longer display adverts made with the Adobe Flash plugin, and from June this year, Google will stop accepting adverts made with Flash.
Ad makers will now have to use HTML5 for animations in adverts if they want to use either of Google’s advertising wings, DoubleClick, and Google Display Networks.
Isn’t this old news?
Kind of. In fairness, Flash has had a lot of nails hammered into its coffin over the last few years. But this decision from Google, may herald the final one. A statement from Google read:
“Over the last few years, we’ve rolled out tools to encourage advertisers to use HTML5, so you can reach the widest possible audience…To enhance the browsing experience for more people on more devices, the Google Display Network and DoubleClick Digital Marketing are now going 100% HTML5…”
The new move from Google is just the latest salvo against the much maligned plugin however. In September 2015, Chrome started blocking Flash elements as standard, requiring users to click on the affected adverts if they wanted to view the animations; something few people are likely to do.
Amazon has also blocked Flash ads from displaying on its websites in recent months as well. YouTube, which is owned by Google, has also rid itself of Flash videos in favor of HTML5, or Microsoft’s Silverlight.
The banning of Flash adverts by Google should have a significant impact on ad makers. Chrome currently makes up around almost 50% of browser traffic worldwide, but as of last year 84% of all banner ads on websites still used Flash.
Google’s timeline for the end of Flash Ads
– Starting June 30th, 2016, display ads built in Flash can no longer be uploaded into AdWords and DoubleClick Digital Marketing.
– Starting January 2nd, 2017, display ads in the Flash format can no longer run on the Google Display Network or through DoubleClick.