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Flash banner ads banished by Google | Flash banner ads banished by Google |
(about 1 hour later) | |
Google is to banish most ads built in Adobe Flash from its advertising networks, the company has announced. | |
From 30 June, its AdWords and DoubleClick networks will no longer accept new "display ads" such as banners built in Flash. | From 30 June, its AdWords and DoubleClick networks will no longer accept new "display ads" such as banners built in Flash. |
From January 2017 it will stop displaying Flash ads on websites - but some video ads built with Flash will still be accepted. | From January 2017 it will stop displaying Flash ads on websites - but some video ads built with Flash will still be accepted. |
Google said it wanted to "encourage" advertisers to switch to HTML5. | Google said it wanted to "encourage" advertisers to switch to HTML5. |
Today, immersive websites and streaming video can be delivered using HTML5 - an open-source coding language that works across all modern web browsers and devices. | Today, immersive websites and streaming video can be delivered using HTML5 - an open-source coding language that works across all modern web browsers and devices. |
Adobe Flash is a proprietary technology that can be added to web browsers to enable animations, interactivity and streaming video on websites. | Adobe Flash is a proprietary technology that can be added to web browsers to enable animations, interactivity and streaming video on websites. |
It was first released in 1996, at a time when the web was largely static. | It was first released in 1996, at a time when the web was largely static. |
But the software has been plagued by security problems, and has been criticised for affecting computer performance and battery life. | But the software has been plagued by security problems, and has been criticised for affecting computer performance and battery life. |
Flash failed to make a successful transition to mobile devices, so websites that rely on it do not work as intended on smartphones and tablets. | Flash failed to make a successful transition to mobile devices, so websites that rely on it do not work as intended on smartphones and tablets. |
Google's advertising networks AdWords and DoubleClick place promotional content on more than a million websites. | Google's advertising networks AdWords and DoubleClick place promotional content on more than a million websites. |
The company said: "We've rolled out tools to encourage advertisers to use HTML5, so you can reach the widest possible audience across screens." | The company said: "We've rolled out tools to encourage advertisers to use HTML5, so you can reach the widest possible audience across screens." |
In August, online shopping giant Amazon announced it would no longer accept Flash ads on its website. | In August, online shopping giant Amazon announced it would no longer accept Flash ads on its website. |
The BBC is currently working to move its video streaming service iPlayer away from Flash too. | The BBC is currently working to move its video streaming service iPlayer away from Flash too. |
Adobe has developed its own HTML5 tools to help developers produce content that works across most modern devices. | Adobe has developed its own HTML5 tools to help developers produce content that works across most modern devices. |
But the company said it would support Flash as long as customer demand remained. | But the company said it would support Flash as long as customer demand remained. |
In November, it told the BBC: "Until alternative technologies accommodate all our customers' needs, for example in delivery of HD video content on the desktop, we will continue to support Flash." | In November, it told the BBC: "Until alternative technologies accommodate all our customers' needs, for example in delivery of HD video content on the desktop, we will continue to support Flash." |
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