In the coming quarters of 2017, Chrome along with all other major browsers, would begin phasing out Flash technologies in favor of HTML5. Also, Google Video Ads by mid-of-2017 would shift to HTML5 as well.
In a post today, team Google notes, that back in 2015, display ads across Google and DoubleClick begun transition to HTML5. Adding, over the next few quarters, they would transition video ads in “DoubleClick Digital Marketing, DoubleClick for Publishers, DoubleClick Ad Exchange and Google Display Network to HTML5 as well,” google said.
Accroding to the transition timeline for HTML5 Video, “new Flash video ads will no longer available in DoubleClick Studio, DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick for Publishers or AdWords starting April 3, 2017,” Google notes.
And by July 3, all Flash video ads “in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick for Publishers or AdWords” will be able to run.
Additionally, Active View and Verification tools for video will also not use Flash.
Finally, Google is advising advertiser and publishers to update their ads and websites to HTML5 technologies. To this end, they’ve also prepared a Chrome one-sheeter and an DoubleClick help center article for guidance and best practices.