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:

  • Let AdWords automatically convert Flash ads to HTML5 ads for you
  • Create HTML5 ads with Google tools
  • Upload your own HTML5 ads

While display ads will all be HTML5 before January next year, Google says those who create video ads in Flash aren’t impacted at this time, although we don’t imagine it’ll be long before video ad makers will be pushed in the same direction.

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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