On Tuesday, Google announced that it will soon stop supporting the Adobe Flash plug-in for its display ads.
"Over the last few years, we've rolled out tools to encourage advertisers to use HTML5, so you can reach the widest possible audience across screens. To enhance the browsing experience for more people on more devices, the Google Display Network and DoubleClick Digital Marketing are now going 100% HTML5," said Google AdWords in a Google+ post. As of June 30, 2016, Google said that display ads built in Flash can no longer be uploaded into its ad services. The display ads in Flash format will no longer be able to run on the Google Display Network or through DoubleClick starting January 2, 2017. Google noted that "it's important to update your display ads to HTML5 before these dates."
The shift to HTML5 for AdWords and DoubleClick is not surprising. Over the last few years, Google and others have been slowly making the move to HTML5 across its services. In January 2015, YouTube dropped Flash in favor of HTML5. In December, Facebook finally took the plunge and switched exclusively to HTML5. With these and others moving away from Flash, Adobe's vulnerability-plagued plug-in is circling the drain. In 2015, Adobe Flash made up only 6 percent of mobile and web video, down from 21 percent in 2015. According to the 2016 global media format report published by Encoding.com, Flash will soon be a thing of the past. The 2016 report claims that Flash will be completely gone within the next two years.
Photo: © iStock.