Google Chrome Support For Flash Ads Ends Sept. 1 - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

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
We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Page 1 / 2   >   >>
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.
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.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 2:22:53 PM
Re: HTML5
Well, i mean that the train seemed to stop at their station more during then.

They had some big creative tools (and still do) where there was no good alternatives.

They user base didnt have another good alternative then, as I said. The security problems has not really shown up at that point.

But they do have alternatives now.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 1:41:30 PM
Re: HTML5
> I'd have to think it was simply a gut attempt to just go against Jobs

Adobe had a LOT of influence five years ago.

And money to spend.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 1:13:24 PM
Re: HTML5
Quite true on his vision.

But, at the time, HTML5 was not a viable alternative for a lot of people.

And, again at the time, it was viewed by many as just another shot at Adobe after the FontWars.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 1:11:28 PM
Re: HTML5
In general, suits have no idea about code issues.

The good ones realize that.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 11:59:17 AM
Re: HTML5
Well, he hadn't been declared a Saint at that point.

He was just another upstart fighting the Machine.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 11:57:49 AM
Re: HTML5
Well, maybe upper management didn't want them to change.

I mean, the suits thought it worked.
larryloeb
50%
50%
larryloeb,
User Rank: Author
9/1/2015 | 10:41:51 AM
Re: HTML5
As so many have fallen by the wayside.

Yeah, they have to do something here. People are just going around them.
Page 1 / 2   >   >>
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

News
Becoming a Self-Taught Cybersecurity Pro
Jessica Davis, Senior Editor, Enterprise Apps,  6/9/2021
News
Ancestry's DevOps Strategy to Control Its CI/CD Pipeline
Joao-Pierre S. Ruth, Senior Writer,  6/4/2021
Slideshows
IT Leadership: 10 Ways to Unleash Enterprise Innovation
Lisa Morgan, Freelance Writer,  6/8/2021
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
Planning Your Digital Transformation Roadmap
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Slideshows
Flash Poll