RIP Flash: Google display ads will be all HTML5 by January 2017

Google announced on its AdWords G+ profile today that its display ads will soon be 100% HTML5. From June 30th this year, display ads built using Flash can no longer be uploaded into AdWords or DoubleClick Digital Marketing. From January 2nd, 2017, Flash format display ads will no longer run on the Google Display Network or through DoubleClick.

Ad developers are encouraged to update their display ads to HTML5 before those dates. Currently, there are three ways to do so:

Google’s movement towards HTML5 has been a relatively lengthy process, first launching a new HTML5 ad development tool for web designers about three years ago. It took the company around five years to make HTML5 the default media format on YouTube. While, last year, it introduced a new AdWords tool for automatically converting Flash to HTML5.


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