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Goodbye Flash, Welcome HTML 5!

What’s all this buzz about HTML5? Starting in September 2015, an updated version of the Chrome browser will be intelligently pausing content that is considered not central to the webpage (i.e. digital display ads). On July 13, Firefox decided to follow suit, with not so much of a warning, by announcing that all versions of Flash will be blocked immediately. In both instances, a Plugin Power Saver will require users to click on a play button before viewing display banners. As a result, users will be required to click Flash creatives a second time before they are redirected to the advertiser’s landing page – which is not good for digital advertising performance. These announcements have accelerated the switch to HTML5 and made it imperative that all advertisers understand the urgency, benefits and next steps.

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