February 10, 2016 Last Updated 1:20 pm

Flash is dead, time to inform some publishers still dependent on it for their digital editions

Google announces that starting on June 30, the company will no longer allow Flash ads to be uploaded into AdWords or DoubleClick Digital Marketing

The death of Flash has been a long time coming, caused as much by the developers inability to make it secure as it was the rise of a reasonable alternative.

Yesterday, Google dealt Flash another blow, announcing that beginning this summer advertisers will no long be allowed to upload Flash advertising into Google AdWords or its DoubleClick Digital Marketing:

Over the last few years, we’ve rolled out tools to encourage advertisers to use HTML5, so you can reach the widest possible audience across screens. To enhance the browsing experience for more people on more devices, the Google Display Network and DoubleClick Digital Marketing are now going 100% HTML5:

– Starting June 30th, 2016, display ads built in Flash can no longer be uploaded into AdWords and DoubleClick Digital Marketing.
– Starting January 2nd, 2017, display ads in the Flash format can no longer run on the Google Display Network or through DoubleClick.

I would have thought that by 2016 that publishers would know that users are not thrilled with Flash, and that Apple will not suddenly change its mind and integrate support for it into iOS.

But… it looks like the word is not reaching publishers who really should know better. For instance, recently I started receiving emails from the Chicago Tribune promoting a Flash flipbook afternoon edition. At first these emails were coming in to my in-box in the morning, about 12 hours later, but now I see they are starting to come in at a time that might be considered late afternoon (late evening, really).

That the Trib might want to experiment with a digital afternoon edition seems reasonable. The Orange County Register, a few years back, launched a digital edition app for an afternoon product that eventually was called The Peel (cute, right?). Sadly, with all that was going on at Freedom Communications at the time, the publisher didn’t give the project much time to succeed and so it was quickly ended. Other newspapers have launched similar experiments.

What these digital afternoon editions had in common was that they were app based. They were not, to say the least, based on Flash.

So, just to be clear, Flash is dying. It’s going away. Good riddance. Now, about those Flash flipbooks…

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