Adobe’s “Flash” format has been an important component of the web for more than 20 years. The technology has long been used to display multimedia, including animations and graphics. For more than a decade, it’s been the single means of running rich audio and video content on the web. Because of this, it has played an important role in advertising, with many advertisers relying on Flash to help create their online display and video campaigns.
The change brings benefits for consumers. In addition to being less susceptible to hacking, HTML5 allows browsers to play videos with less power, which helps batteries last longer. Given the surge in video viewing on all devices, that is welcome news for many.
The switch from Flash is already well underway. But for those industry participants who need additional support, there’s plenty of information and assistance available. Ultimately, the transition will result in a more secure, robust and efficient advertising ecosystem for advertisers, publishers, agencies and consumers.