Don’t expect to be flashed by Google in the future.
The Internet giant announced Tuesday it will, by January 2017, no longer support Flash ads and plugins on its Google Display Network and DoubleClick Digital Marketing platforms. The move takes place in two stages with the first beginning on June 30 when display ads built in Flash will no longer be uploaded into AdWords and DoubleClick Digital Marketing. Then, as of Jan. 2, 2017, display ads in the Flash format will no longer run on the Google Display Network or through DoubleClick.
Google didn’t give any real explanation to the move. The announcement was made through a small blog post.
“Over the last few years, we’ve rolled out tools to encourage advertisers to use HTML5, so you can reach the widest possible audience across screens,” the post reads. “To enhance the browsing experience for more people on more devices, the Google Display Network and DoubleClick Digital Marketing are now going 100% HTML5.”
As noted by Tech Times, the move follows Google’s moves attempting to obsolete the dated plug-in. Google barred Npapis, which also ran Flash, when privacy issues were cited.
In what appears to be a bid to reassure advertisers there are still options, Google noted those who are still using Flash ads “have several easy ways” to continue showing creative advertisements on the Google Display Network.