Google has announced plans to stop accepting Flash adverts on its advertising network, as it moves over to HTML5.
This decision follows a shift in the industry which saw the Interactive Advertising Bureau updating their guidelines for advertisers last year, recommending a move to HTML5. In addition, Google’s own Chrome browser has been pausing Flash content that wasn’t ‘central’ to a webpage since January 2015.
This move will be implemented from June 30th, when it will no longer be possible for advertisers to upload Flash adverts onto the platform. From January 2nd 2017, display ads built in Flash will no longer display at all.
The announcement was made in a blog post on the AdWords Google+ page. "The Google Display Network and DoubleClick Digital Marketing are now going 100 per cent HTML5," the company stated.
A number of resources will be offered by Google to help advertisers to make the move over to HTML5 for display ads.