Google has made it clear that it is going to start aggressively block Flash Ads on the Chrome Web browser starting to September 1, which is when Chrome will block all Flash content on a website that isn’t “central to the webpage.” The company had started blocking Flash content earlier this year in a beta version of Chrome.
Flash has powered a large portion of online banner and video ads over the last few years, but according to Google these types of ads increases page-load speeds and device battery consumption and also generally degrades user experience. The company is now going to “pause” Flash ads by default within its Chrome browser which means users will have to click on the ads to see them play.
The update will block Flash content not central to webpage by default, but if users want to enable the feature before the updated Chrome browser rolls out to them, they can go to Advanced Settings > Privacy and select Detect and run important plugin content.
Google suggests advertisers use HTML5 technology for their ads as an alternative to Flash Ads which works across a wide range of devices and provides similar functionality to Flash but with more efficient performance. Company is also offering tools to help advertisers to build ads in HTML5 and to convert Flash ads into HTML5 ones.
A recent report by mobile ad management technology firm Sizmek claimed that advertisers tried to deliver more than 5.35 billion Flash ads in Q1 2015, Chrome accounted for around 36% of Flash ads displayed during the first quarter of 2015.
Adobe has also acknowledges that the future of online advertising will be powered by HTML5 instead of Flash although it says there’s still work to be done to help the industry transition.