Google to phase out Flash display ads in January of next year

Progress towards a Flash-free web continues. Google has announced that as of June 30 of this year, no new Flash-based ads will be accepted for its AdWords and DoubleClick services. As of January 2, 2017, any existing Flash ads will be mercifully laid to rest, and only HTML5 display ads will be delivered. Unfortunately, Flash ads will continue to get a pass for now.

Google has been encouraging its advertisers to move to HTML5 for some time now by making available a number of tools to make the transition as painless as possible. HTML5 includes a number of new elements that can be used for multimedia creation, including the new canvas element for 2D drawing and a new video element. For its part, Adobe has discouraged the use of Flash by creating the Animate CC authoring tool.

Despite widespread calls for its demise, Flash is still used by just under 10% of websites. The technology has earned itself a bad reputation over the years for its frequent security vulnerabilities and poor performance.

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