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Google Killing Flash Ads on January 2nd, 2017

February 9, 2016 - Written By Alexander Maxham

We’ve heard for years that Flash is a dying technology. Steve Jobs famously said it in April of 2010. We’ve known for a while that HTML5 is the future, and Flash will eventually be gone from every app and website that we use. Flash is one of the main culprits in slowing down web pages, now Google has decided when Flash-based display ads will go away from the set of ads that they serve. On Tuesday, Google Adwords announced on Google+ that beginning June 30th, 2016 advertisers won’t be able to upload ads that are running on the flash platform. And beginning January 2nd, 2017, flash ads will no longer run on Google’s Display network or Doubleclick. Adwords did also mention that video ads that are built using flash will not be impacted, just yet. So flash will continue to live on through video ads, at least for now.

Google is reminding advertisers that they need to update their ads to be HTML5. The great thing about HTML5 is that it’s lighter-weight and is also a bit more robust, seeing as it’s newer than Flash and even older versions of HTML. Google also has all sorts of tutorials and support pages to help advertisers out in the switch from flash to HTML5.

For most end-users, you likely won’t see a huge difference. However, those of you that spend time on sites with a ton of ads, you’ll likely notice that the pages are loading faster. Flash, as mentioned already, is pretty resource heavy. Which is another reason why it’s a great idea to get rid of it, especially ads which pay to run the internet, essentially. This is another step in the right direction for ads and advertisers, in becoming better on the internet. As many users use ad-blockers to block the ads because they aren’t intuitive and are typically obtrusive. Which then affects the internet because people aren’t getting paid and services can’t continue. Even Alphabet’s CEO, Larry Page himself stated that Google could do a better job with their ads and how they are displayed. We’ll see how things change as we get closer to the January 2nd, 2017 cut off.