If there is something constant in the World Wide Web today, it’s change. Nothing stays constant in our World Wide Web. For instance, Adobe Flash technology was thought to be the trend on the web. Made for digital advertising and for making websites, Google Chrome finally made its decision to block internet ads that make use of Adobe’s Flash Technology.
Adobe Flash technology has become obsolescent over the years. In fact, Google’s algorithm can’t crawl on sites that have been designed mainly on Adobe Flash Technology. This is the reason why it has been dominantly used for advertising.
Over the last twenty years, Adobe managed to power online ads. The problem with Adobe Flash is that it adds to the time needed for the page to load. And for the modern devices, Adobe Flash Technology also consumes battery life. Overall, Adobe Flash Technology hampers the way web users experience the modern World Wide Web.
Pause by default
What Google did is to pause the Flash advertisements in the browser by default. Google isn’t the first big company to step against Adobe Flash. Apple also had concerns with Adobe Flash on their non-desktop devices.
Google is highly suggesting the use of HTML5 among their advertisers. What HTML5 can bring to the table is a web friendly version that provides similar functionality but with more efficient performance.
Google is now ready to help advertisers to build HTML5 advertisements. Also, they are helping the marketers to convert their existing ads from Flash to HTML5. Of course, there are some adjustments that have to be made. These changes have to be made in order to ensure that the ads are actually going to convert to their target market.
By August, Interactive Advertising Bureau already encouraged advertisers to use HTML5 using their updated guidelines. According to Scott Cunningham, the senior vice president of technology and ad operations at Interactive Advertising Bureau, HTML5 has been proven to be the better than Adobe’s Flash Technology.
Transitioning to HTML5
Adobe, as a company already acknowledged the rapidly changing trends in today’s World Wide Web. They mentioned that though HTML5 is the apparent replacement of Adobe Flash technology, there’s some work needed in order to help the entire industry transition.
What needs to be done? According to Sarah Hunt, Adobe’s senior product manager and co-chair at the IAB for HTML5 Digital Advertising, the updated IAB Display Guidelines is only the start in order to help the entire industry transition flawlessly. Aside from changes in the guidelines, there should also be an expert advice. This way, not only will modern digital advertising turn immersive, but it would also become cost effective for different platforms including desktop and mobile devices.