
We
knows that Adobe Flash will be blocked on Google Chrome. Finally that
day has arrived and Google Chrome has bid adieu to Adobe Flash.
Adobe Flash is a multimedia platform used to add animation, video,
and interactivity to web pages. Flash is frequently used for
advertisements, games and flash animations for broadcast.
Used by over 50% of the Internet, the browser Chrome is officially
preferring HTML5 ads over Flash content to better browser performance.
Flash ads will be paused by default, and advertisers just have to hope
users will decide to play them voluntarily.
As quoted by Google earlier:
In June, they announced that Chrome will begin pausing many Flash ads
by default to improve performance for users. This change is scheduled to
start rolling out on September 1, 2015.
Google decided to take this step, as Flash technology was increasing
page-loading times, draining battery more quickly and was also
vulnerable to malware attacks, which thereby decreased the overall
quality of the Chrome experience. If you wish to see Flash ads in the
future, you will have to click on the files and manually enable them to
play.
Flash users were already warned in advance by Google and even
provided with a helpful converter that would turn Flash ads into HTML5
automatically. The Flash content on most webpages will be basically
paused by the switch, which would ISO turn stop the advertisements
playing on the page implying that majority of the Flash content won’t be
available to Chrome users.
On one hand, where Apple’s iPhone and iPads have always been free of
Flash making them easy, now even Amazon is making efforts to reduce
Flash ads, it has also been banned by almost all video playback
services. Earlier this summer, Facebook’s Chief Security Officer Alex
Stamos too called for the death of Flash.
According to data collected by Sizmek, an ad management technology
firm, Chrome displayed over a third of Flash ads in the first quarter of
2015. This move has been made by the company to try and convince
advertisers to stop using Flash technology altogether.
HTML5 technology has been recommended as an alternative by both
Google and the Interactive Advertising Bureau. HTML5 provides pretty
much the same functionality like Flash but is more efficient in
performance than the former. Scott Cunningham, IAB’s Vice President of
Technology and Ad Operations, says that “HTML5 is the way forward, and
that has become clearer and clearer.”
So, adios to Flash and welcome HTML5. However, in the meantime, the
possibility that people will be able to block internet ads completely is
worrying the digital media industry as it would decrease their revenue
from ads.
Information collected form: TechWorm