Following our previous reports regarding Google's stiffened approach towards flash-based advertisements, Google has recently decided to exclude flash-based ads from its Display Network. Consequently, Google Display Network and DoubleClick Digital Marketing will go 100% HTML5- based. According to Google’s announcement, the chance aims to enhance the browsing experience of more people on more devices, as HTML5 more easily renders multimedia content and is capable of running on any computer and mobile device.

The policy change will go into effect gradually, as follows:

  • Starting 30 June 2016, display ads built in Flash can no longer be uploaded into AdWords and DoubleClick Digital Marketing;
  • Starting 2 January 2017, display ads in the Flash format can no longer run on the Google Display Network or through DoubleClick.

This decision is in line with the current trend of the migration of digital ads from using Adobe Flash to HTML5 format. As we previously reported, the Interactive Advertising Bureau (IBA) published guidelines for HTML5 Digital Advertising for brand marketers and ads developers, concerning how to produce ads in HTML5 format.