IoT
IoT
Software // Enterprise Applications
Commentary
8/31/2015
12:05 PM
Larry Loeb
Larry Loeb
Commentary
50%
50%

Google Chrome Support For Flash Ads Ends Sept. 1

Google's Chrome browser will no longer support Flash-based ads starting Sept. 1. This follows several months of problems with Adobe's Flash platform.

9 Reasons Flash Must Die, And Soon
9 Reasons Flash Must Die, And Soon
(Click image for larger view and slideshow.)

Google's Chrome browser will be blocking Adobe Flash content as of Tuesday, Sept. 1. This comes on the heels of Amazon's announcement that it would no longer support Flash-based ads on its websites.

Chrome has a 27% share of the total browser market, so this is a major hit to Adobe Flash.

This change in Chrome first showed up in a June 4 Google Adwords blog posting about a new setting in the browser that affected Flash content. In the post, Google wrote that it was "designed to increase page-load speed and reduce power consumption by pausing certain plugin content, including many Flash ads."

Google also noted in the post, "As soon as September, this setting will be turned on by default so Chrome users can enjoy faster performance and view more content before charging their batteries."

(Image: gmutlu/iStockphoto)

(Image: gmutlu/iStockphoto)

September has arrived.

Conceptually, this is very similar to a feature Apple uses in Safari. Flash is blocked from autoplaying content, and a "power saving" button requires a click to activate Flash.

The feature already exists in Chrome. It can be switched on by opening "advanced settings," under "content settings," then choosing the "detect and run important plugin content" option. Now it will be on by default.

Chrome won't pause all Flash content with this action. Flash video will not be paused, because it is considered "important," but the Flash items that surround that video -- which are usually ads -- will be paused.

Google's true motivation in this move may not be faster performance and better battery life -- not those.

The rise of malvertising attacks, in which malicious code can be injected into a user’s machine simply by viewing an image, that were using Flash as an entry vector undoubtedly played a part in this.

Google's revenues come from ads. Anything that might cause users not to view them or click on them hits it right in its bottom line. Consequently, the company views the Flash problem as a serious one, and it has taken some serious action to mitigate it.

Google has been fairly open about giving advertisers a way around Flash.

For example, AdWords can convert Flash to HTML5 code. As Google put it, "Eligible Flash campaigns, both existing and new, are now automatically converted to HTML5 when uploaded through AdWords, AdWords Editor, and many 3rd party tools."

[Read more about handy HTML5 tips you can use.]

There are free tools to allow pre-upload testing to see if an ad can be automatically converted.

Google will also encourage advertiser creation of HTML5 code with supported tools for this purpose.

Google Web Designer is one of these tools that work directly with the Google Display Network. Google has also provided non-Flash templates for use by advertisers.

Larry Loeb has written for many of the last century's major "dead tree" computer magazines, having been, among other things, a consulting editor for BYTE magazine and senior editor for the launch of WebWeek. He has written a book on the Secure Electronic Transaction Internet ... View Full Bio
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Page 1 / 4   >   >>
Ashu001
50%
50%
Ashu001,
User Rank: Ninja
9/7/2015 | 11:32:17 AM
Re: HTML5
Li,

Only those companies who are animation-heavy /Gaming Applications need Flash today.

Everyone else can and should upgrade their websites towards HTML5.

No two words about it today.

 
Ashu001
50%
50%
Ashu001,
User Rank: Ninja
9/7/2015 | 11:30:33 AM
Re: HTML5
Daniel,

Flash has been the favorite entry-vector for Malware writers for a while now.

I am not really surprised about this annoucement from Google.Both Adobe Flash and Adobe Reader are entering the dark ages of Obsoletion today(unless they up their game decisively to compete with Alternative platforms).

Was reading something else very interesting(in the Financial times) about Youtube today.

Apparently,they are moving towards embedding Code from Advertiser Networks so as to better measure the efficacy of the ads they publish before  videos on Youtube.At the sametime as launching a paid (and ad-free) version of Youtube this move signals a massive change in how Google is looking at monetizing the huge installed base of Videos on Youtube today.

Big,Big Period of Annoucements from Google!

 
Ashu001
50%
50%
Ashu001,
User Rank: Ninja
9/7/2015 | 11:25:14 AM
Re: HTML5
Steve,

Great explaination.

The Great thing about Technology is that people don't complain and ask for "Protection" when a better competitor comes along.

Its just that everyone moves onto the New System(some earlier and some later).

Just like many other Obsolete pieces of Software,Flash is also inching towards the end.

Slowly at first,Rapidly once major vendors cease support entirely for Flash.

 
Li Tan
50%
50%
Li Tan,
User Rank: Ninja
9/7/2015 | 11:06:57 AM
Re: HTML5
In addition to problems, Flash is a heavy-weight animation platform - everytime it asked me to upgrade, I clicked OK then it took long time. I need to restart my browser as well. HTML5 is in place and I don't think it's necessary to keep Flash in production.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/3/2015 | 7:21:18 AM
Re: HTML5
I can't disagree with anything you say there.
danielcawrey
50%
50%
danielcawrey,
User Rank: Ninja
9/3/2015 | 1:28:04 AM
Re: HTML5
Flash has been problematic for some time. When Chrome crashes on my laptop, it's always because of Flash. The criticisms that have been out there for some time has been that Adobe hasn't really iterated Flash to deal with the modern web. 

Add in the fact that Flash is indeed used for nefarious reasons and there is a lot of motivation for Google to move on from it. 
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 4:05:39 PM
Re: HTML5
What a great example about Novell, though.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 4:04:32 PM
Re: HTML5
Yes, Jobs concentrated on what affected Macs.

But I dont remember Flash being used so much as a malware entry vector.
stevew928
50%
50%
stevew928,
User Rank: Ninja
9/1/2015 | 3:19:56 PM
Re: HTML5
BTW, that was meant to be a reply to @jnskm
stevew928
50%
50%
stevew928,
User Rank: Ninja
9/1/2015 | 3:17:44 PM
Re: HTML5
Back in the day, I was a Novell CNE. If I hadn't moved on, I'd have been out of work!

And, people using Flash should too. Every so often, I even still run across a website with a Flash front-end. All that says to the world, is that whoever designed that site is completely clueless.

If the tool doesn't get the job done and has massive shortcoming, it doesn't matter how familiar you are with it.
Page 1 / 4   >   >>
Building A Mobile Business Mindset
Building A Mobile Business Mindset
Among 688 respondents, 46% have deployed mobile apps, with an additional 24% planning to in the next year. Soon all apps will look like mobile apps and it's past time for those with no plans to get cracking.
Register for InformationWeek Newsletters
White Papers
Current Issue
Top IT Trends to Watch in Financial Services
IT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.