Google said this week that its Google Display Network and Doubleclick Digital Marketing service will now be based on 100 percent HTML5 in order to reach more devices and to offer the best browsing experience. That means the company is phasing out advertisements based on Adobe Flash, a move that’s being seen across the Internet as companies and sites shift over to the safer HTML5 format.
Google said that starting June 30, 2016, advertisers will no longer be permitted to upload Flash advertisements into DoubleClick Digital Marketing and AdWords. All Flash ads that were uploaded before that date will no longer run on the Google Display Network or through DoubleClick starting January 2, 2017.
The company has been pushing advertisers to use HTML5 over the last few years so that they can reach a larger number of screens, namely mobile platforms like iOS and Android, which don’t officially support Flash. For instance, AdWords supports HTML5 and will convert Flash-based ads into identical HDML5 versions. The company also offers Google Web Designer, a free, professional-grade HTML5 authoring tool.
Along with the announcement, Google has released a document to help advertisers update their Flash ads to HTML5. The file states that if advertisers have Flash-based ads running on third-party ad servers (such as DoubleClick Manager), they can either create a static image ad, or generate an HTML5 ad externally and upload it to their desired ad server. AdWords can’t detect whether ads on third-party servers use Flash or not, Google says.
The news arrives after Adobe launched Animate CC, ditching the Flash Professional name. The name change shouldn’t be surprising to those who have been following Adobe, as the company revealed the change late last year. The company boasts that Animate CC is one of the company’s biggest releases to date, adding tons of features and enhancements like new vector art brushes, stage scaling, SVG file importing, HTML5 canvas improvements, and more.
Just days ago, Adobe patched a number of critical vulnerabilities in Adobe Flash Player for Windows, Macintosh, and Linux. If left unfixed, these vulnerabilities could allow an attacker to take control of the customer’s desktop or laptop. Affected versions that were patched include Adobe Flash Player for Google Chrome, Microsoft Edge and Internet Explorer 11, the AIR Desktop Runtime, the AIR SDK, and more.
Google officially discarded Adobe Flash as the default video format for YouTube at the beginning of 2015. The move to the new format was gradual, allowing the audience to view their favorite videos without having to install a browser plugin. Additionally, Netflix revealed HTML5 support in Firefox back in December, first arriving on the Windows platform, and followed by OS X support sometime in 2016. The days of Flash finally seem to be numbered.