Now Google is automatically converting Adobe Flash ads directly to HTML5. What this means is that it’s much easier for advertising campaigns to target users within the Google Display Network without needing a browser or device that supports Flash.

From Flash to HTML5

In September, when Flash has stopped being supported, Google started to offer HTML5 backups or simply put Flash to HTML5 conversion tools to its Google Display Network. DoubleClick Campaign Manager created a HTML5 version of all the Flash ads in use which preserved Flash’s effects, look and feel.

Nowadays Google is simply converting Flash campaigns into HTML5 automatically. Campaign managers just need to upload their ads with AdWords Editor, AdWords or any other tool that’s supported with Google’s platform.

Google mentions certain limitations on the Image ads support page, under the “How to determine if a Flash ad is running as an HTML5 ad” section:

Not all Flash ads can be converted to HTML5. To see whether your Flash ad will convert, upload it to the Swiffy tool. If this tool is able to convert your ad, then your ad will be automatically converted when it is uploaded to AdWords.

To see in your AdWords reports whether your Flash ad was converted, segment your ad table by devices. If you see mobile or tablet impressions for a Flash ad, then your ad was converted.

In the future, we will be providing a notification on all converted Flash ads. We expect this to be available in late 2015.

The death of Flash

Basically, Google is working hard to convert all ads from Flash to HTML5 but not all ads are eligible for the conversion, not just yet anyway. The tech giant wants to switch to HTML5 entirely, creating all ads in HTML5 from the beginning.

The trend of ditching Flash in favour of HTML5 is not a new thing – Google has been pushing for it since January 2010 when YouTube announced it has been testing with a HTML5-based video player.

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