Flash is fast going the way of the dinosaur both in the mobile space and in the PC internet market

Controversial as it may have been at the time, late Apple, Inc. (AAPL) CEO Steve Jobs' tirade against Adobe Systems, Inc.'s (ADBE) Flash multimedia player ultimately appears to have been vindicated.  Even as Adobe shows signs of giving up on Flash development -- transitioning its software suites to support HTML5 development, top players in the internet services market continue to purge the waning flash from the Internet.

The latest effort comes courtesy of Google Inc. (GOOG), a top backer of the increasingly ubiquitous HTML5 multimedia content standard for PCs and mobile devices.

In a post to its Google+ social network, Google Ads announced that partners' Flash ads on its Google Ads Display Network will now be auto-converted to HTML5, by default.  This will greatly streamline the showing of advertising content on mobile browsers, where Flash compatibility has been abandoned.

Google Display Ad Network

Google Ads writes:

Over half of time spent online is now spent on mobile devices [].^ This presents a tremendous opportunity for marketers to reach their customers throughout the day, whenever they may be browsing. But there is an all-too-common barrier: many mobile devices and some browsers do not currently support Flash. That’s why we’re introducing a way to automatically convert Flash ads to HTML5, giving advertisers better access to the portion of Google Display Network inventory that is HTML5-only. 

Eligible Flash campaigns [" rel="nofollow], both existing and new, will now be automatically converted to HTML5 when uploaded through AdWords, AdWords Editor, and many 3rd party tools. This is one of several mobile ad formats and tools we announced in September. [" rel="nofollow]

With this new tool plus our best practices [" rel="nofollow] and versatile mobile ad formats, we’re making it easier for marketers to deliver beautiful display ads that just work -- regardless of screen or device -- ensuring a better experience for both consumers and brands.

Under the new policy campaign partners need only update a Flash document and it will be autoconverted.  Google had originally put the conversion feature in place last September, as a manual setting in DoubleClick Campaign Manager.  Based on feedback it ultimately decided to simply convert all Flash ads to take the load of manually clicking to convert off the ad partners.

Flash vs HTML5
Once a tight race, this battle is now all but over. [Image Source: FuseJoplin]

This isn't Google's first foray with trampling Flash off the interweb -- it previously had switched its YouTube service -- likely the biggest Flash client web app -- to HTML5, a move which boosted Android compatibility with the service.

Sources: Google Ads on Google+, Neowin

"The whole principle [of censorship] is wrong. It's like demanding that grown men live on skim milk because the baby can't have steak." -- Robert Heinlein

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