Google to Ban Adobe Flash Ads

What You Need to Know

Google has announced that it will begin phasing out display ads using Adobe Flash from its advertising networks, starting in June this year. The complete ban will take effect in January 2017.

In a statement, Google explained that the decision was made “to enhance the browsing experience for more people on more devices.” Going forward, the Google Display Network and DoubleClick Digital Marketing will adopt a 100% HTML5 approach.

This shift is designed to encourage advertisers to transition to HTML5, a modern, open-source coding language that offers better compatibility across all devices and browsers. While both Google Ads and DoubleClick currently support both Flash and HTML5 banner ads, advertisers are being urged to make the switch now to avoid disruption when the ban takes full effect. Notably, Flash will still be supported for video ads—for the time being.

Adobe Flash, originally released in 1996, was once a staple of online multimedia. However, over time it became increasingly problematic due to performance issues, battery drain, and significant security vulnerabilities. As smartphones and tablets emerged, Flash found little to no support on these platforms, further accelerating its decline. Even Adobe itself has recommended moving towards newer web standards like HTML5.

In fact, major online platforms have been distancing themselves from Flash for some time. Last August, e-commerce giant Amazon announced it would no longer accept Flash ads on its website.

Google has been gradually tightening its stance on Flash. In September of last year, Chrome—Google’s own browser, used by approximately 57.8% of desktop users—began blocking Flash elements by default, signalling the impending end of Flash in digital advertising.

If you have an active Google Ads campaign and are uncertain whether your ads will be affected by this upcoming Flash ban, don’t hesitate to contact Matrix. We can review your campaigns to ensure a smooth transition to HTML5.

If you’re not yet active on Google Ads but are thinking of launching a campaign, Matrix has a great offer for new advertisers! As accredited Google Partners, we’re able to provide new accounts with an exclusive AdWords voucher. Sign up with Matrix and receive €120 in free AdWords credit when you spend your first €120 on advertising.

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