The proprietary Flash platform has played a key role in the early evolution of the web. However, in the last decade, the inertia of Flash has caused substantial challenges as consumer behavior has moved progressively to mobile platforms, which do not support Flash for a variety of technical reasons.

To ensure all new creatives are fully compatible with all browsers and leading mobile devices, we are transitioning all new creative development from Flash to HTML5 effective immediately.

html5 cross device

Earlier this month, Google announced that the latest update to Chrome, scheduled for September, will “intelligently pause” any Flash content that isn’t central to the page. For advertisers, this means eye-catching Flash ads won’t animate in Chrome unless the user chooses to click on them. A second click would then direct users to designated landing pages.

Given the dominant market share of Chrome, we see this as a long-awaited opportunity to move our industry fully to open standards. We wholeheartedly support this choice, as it will help our advertisers extend their reach across browsers and devices.

Of course, we recognize that many of our customers continue to run Flash creatives in active campaigns.  It’s our goal to make the transition process as seamless as possible. We ask for your patience as we finalize our operational plan and roll it out in the coming months.  Stay tuned for additional updates.

We’re excited to work with our customers in a creative future that is wide open!