The long, dark night of Flash’s soul just got a little bleaker. Google announced that it’s banning the technology from its advertising network.
Advertisers won’t be allowed to upload display ads using Flash to the Google Display Network beginning June 30 of this year, and on Jan. 2, 2017, the company will stop displaying ads using Flash, essentially eradicating the network of Adobe’s malware-prone software.
Moving forward, Google is telling advertisers to use the safer HMTL5, so they “can reach the widest possible audience across screens.”
Flash has been on the decline for the past several years, with Google being on the forefront of shoving it into a coffin. Last August, Google stopped displaying ads using Flash on its popular Chrome browser, eight months after it made HTML5 videos default on YouTube.
Google isn’t alone in no longer using Flash as Amazon, Firefox and even The New York Times no longer rely on the technology. Even Adobe rolled out a Flash alternative last year, pushing developers to Animate CC, a HTML5-based technology.
More in Marketing
Marketers remain cautious about investing in Snapchat amid TikTok uncertainty
Snapchat is vying for ad dollars dedicated to creators, touting monetization tools and its Gen Z audience — but three agency execs say they are not seeing dollars move over just yet.
Bold Call: As Musk’s political clout rises, Twitter’s brand exodus could become a X’s brand influx
Some of those advertisers have been quietly considering a return for a while.
Inside the debut Super Bowl strategies of Häagen-Dazs, Duracell and MSC Cruises
Häagen-Dazs, Duracell and MSC Cruises are each making their Super Bowl debut, with different business aims and media strategies. Bottom line: they believe there’s value in $7 milion for 30 seconds.