Google Set To Ban Adobe Flash-based Display Ads

Flash-player

As from 30th June 2016, Google’s massive AdWords network will no longer accept new display ads made in Adobe Flash, which is not compliance to HTML5. This was announced this week by Google in pursuant to its drive to phase out the much maligned Internet plugin due to its non-conformance to the HTML5 web standards.

In a Google+ Post , it says that to enhance the browsing experience for more people, who obviously uses screens of varying sizes and on different devices, the “Google Display Network and DoubleClick Digital Marketing are now going 100% HTML5”. This is in addition to its effort over the years in encouraging advertisers to use same HTML5, so as as to accommodate the widest possible audience.

The effect of this development will be obvious:

Advertisers will no longer be able to upload Flash-based display ads starting June 30, while display ads in Flash will no longer run after Jan. 2, 2017.

As a respite, howe the new change will only affect all display ads on Google’s network, while video ads built in Flash will not yet be affected. A full rollout would be effective from the said date above.

Are you an advertiser and you beginning to have goose pimples over this, don’t worry, Google has created a transition document (. ) detailing how to update Flash ads to HTML5 ads. Also, HTML5 ads can be created on their own, or with help from Google tools.

Take this as a friendly advice. Please ensure you update your display ads to HTML5 compliance before these dates.


Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers, that might link the copy to the content of web pages shown to users. Web pages from Google and from partner websites are designed to allow Google to select and display this advertising copy. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income they generate.



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