The late Apple CEO Steve Jobs famously hated Adobe Flash and, for the most part, you don’t see it around the Web as much as you used to. Unfortunately, Flash does still power some display ads on websites. Google is going to do its part to kick those Flash ads to the curb, though.
In a recent post to the Google+ AdWords page, Google said that it has been pushing its partners to use HTML5 instead of Flash. It’s a much more efficient and modern alternative. “To enhance the browsing experience for more people on more devices, the Google Display Network and DoubleClick Digital Marketing are now going 100% HTML5,” Google said.
The changes will begin on June 30th, when users will no longer be able to upload display ads built in Flash to AdWords and DoubleClick. Then, on January 2, 2017, Google will officially flip the off switch on Flash ads inside of the Google Display Network.
The company recommends advertisers switch to HTML5 as soon as possible. This is good news for all of us, as it should improve load times across the Web. Google said that video ads built with Flash are not “impacted at this time.”