Europe Antitrust Google

Google today has announced that it is introducing a way to automatically convert Adobe Flash-based ads to HTML5. Google says that eligible Flash ad campaigns, both existing and new, will automatically be converted to HTML5 when uploaded through AdWords, AdWords Editor, and a variety of third-party tools.

Google touts that this move further enhances its mobile ad formats, making for a seamless experience for advertisers and users alike. Since many mobile devices do not support Flash, this announcement is huge for advertisers. Google originally announced its intentions to launch a Flash to HTML5 conversion tool for AdWords users last September, but only now is the feature rolling out to everyone.

Google wrote the following in a post on Google+ this afternoon:

Eligible Flash campaigns [], both existing and new, will now be automatically converted to HTML5 when uploaded through AdWords, AdWords Editor, and many 3rd party tools. This is one of several mobile ad formats and tools we announced in September. []

The breakdown of supported ad formats is available to view here. Google says that eligible ad campaigns will automatically be converted to HTML5 when needed, requiring no effort for the advertiser.

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Chance Miller


Chance currently writes for both 9to5Google and 9to5Mac, in addition to 9to5Toys.