Skip to main content

No more flash: Google moves to HTML5 only for AdWords and DoubleClick

chrome on ios reading list browser mobile ipad search
pixinoo/123rf
There are so many reasons to use HTML5 over Flash it’s not even funny. From serious security concerns, to dwindling compatibility and support, there’s never been a better time to make the move to the latest and greatest HTML standard. That’s why AdWords took to Google+ today to announce that Flash would be banished from its advertisements forever in favor of the long foretold HTML5.

The move affects both the Google Display Network and DoubleClick Digital Marketing, and it’s kicking in sooner than you might think. On June 30, customers will no longer be able to upload Flash-based ads to AdWords and DoubleClick.

Related Videos

It will take a bit longer for currently uploaded Flash ads to stop showing up. On January 2, 2017, any remaining ads using Flash will no longer run on AdWords or DoubleClick. These changes don’t include video ads built in Flash, which for the time remaining will continue to be uploaded and display as usual.

Fortunately, Google has also provided a detailed support page with step-by-step instructions for bringing ad campaigns into compliance with the new rules. It lists steps for converting Flash ads, as well as creating new ads that embrace HTML5 fully.

Google isn’t the first Web company to take issue with Flash ads and objects on sites. Mozilla already locked out Flash in July of 2015, and Google followed suit in Chrome not long after. Developers have been trying to kill Flash for years now, and the recent security issues and rise of HTML5 have only made the argument stronger.

It would appear that some of the flak Adobe is taking over Flash’s downward spiral is starting to stick too. Adobe finally rolled out the successor the Flash Professional platform, which has now dropped the Flash moniker for the flashier Adobe Animate CC. It not only brings creative cloud support, but also sports native HTML5, WebGL, 64-bit iOS, and 4K support.

Adobe makes a lot of great, highly-utilized products, and Flash Professional remains one of them. “Today, over a third of all content created in Flash Professional uses HTML5,” as senior product marketing manager for Adobe, Rich Lee, puts it “It has also been recognized as an HTML5 ad solution that complies with the latest Interactive Advertising Bureau (IAB) standards.”

Flash isn’t dead, and in fact, is far from it. That being said, the actual platform’s usability on the Web is sharply dropping off. Instead, Flash lives on as Animator, a versatile, powerful platform for animation and interactive Web elements. Google’s latest move towards wiping it off the face of the Internet is a boot to Adobe’s throat, however, and Adobe can ignore it no longer. The rest of us can just look forward to advertisements that won’t try to hijack our computers.

Editors' Recommendations

Gmail client-side encryption adds security for businesses
Google services (YouTube, Gmail, Chrome, Duo, Meet, Google Podcasts) icons app on smartphone screen.

Google has made client-side encryption (CSE) available for a number of its Workspace applications after introducing the function in beta mode last December.

Detailing the feature in a blog post on Tuesday, Google announced that client-side encryption would allow professional users to send data in Gmail and Calendar apps in such a way that no one except those in the organization and the recipients can access or read the content. Google as an entity is not even able to access data sent or created through Gmail or Calendar as it would be encrypted before reaching its servers. This is yet another way Google is using AI to the benefit of customers the brand said.

Read more
You can use the power of ChatGPT in Google Slides now
The MagidSlides extension for Google Slides up close.

The prowess of OpenAI's ChatGPT continues to expand beyond its initial interface, most recently via a new Google Workspace app called MagicSlides that has surfaced to be a companion for building projects in Google Slides.

The app works as a Google Workspace plug-in, which you can install and then access from the Extensions option within a Google Slides presentation. It also requires you to have an OpenAI account, because you will need to have an API key to keep track of your usage. You can generate a key from your account in the View API keys section.

Read more
Google Chrome’s latest update solves the browser’s biggest problem
Google Chrome icon in mac dock.

Google Chrome is one of the best browsers around, but it's always had a big problem with memory usage. It's finally addressing the issue in a new Chrome 110 update that promises to reduce RAM usage by up to 30% and make the browser for efficient.

Chrome has a reputation for its speed, security, and feature drops, as well as a penchant for hanging on to your precious RAM like an episode of Hoarders. Granted, Google has made strides in improving Chrome's memory efficiency by hibernating tabs in the background, but it still struggles with it compared to Microsoft Edge or Mozilla Firefox.

Read more