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Google Chrome to freeze auto-playing Flash ads starting September 1

There are quite a few possible reasons behind this blocking. The auto-playing Flash ads slow down the computer and consumes good amount of CPU time. This also takes a toll on the battery life. Also, F

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Let’s face it, the auto-playing Flash ads that we come across while surfing the web pages are pretty annoying. Earlier this year, Google introduced the Flash-blocking feature for beta version of Chrome. Following a lot of user requests, Google has finally zeroed upon September 1 when the Chrome browser will effectively start freezing all Flash content on the website.

The Flash content such as auto-playing videos and ads will automatically be paused by the browser. However, you can still click on the ads and manually play them if you want to. Of course, embedded video players on sites such as Vimeo, DailyMotion and YouTube will still continue to work.

There are quite a few possible reasons behind this blocking. The auto-playing Flash ads slow down the computer and consumes good amount of CPU time. This also takes a toll on the battery life. Also, Flash has a good long history of security exploits, which can allow hackers to remotely execute a malicious code. By freezing Flash ads, it can greatly help to avoid spreading of malware through malicious Flash ads.

Another reason could be the dying popularity of Flash. A lot of video players are already migrating to other systems. HTML5-based animations and videos are becoming mainstream, due to which advanced web-based features and uploaders can now be replaced with a codes that doesn’t depend on Flash.

While this move will be highly appreciated by consumers, it will be the advertisers who will have to take the hit. A good majority of online advertising agencies still use Flash, even on smartphones where Flash wasn’t fully supported.

Currently, Google automatically converts all Flash ads on its AdWords network into HTML5. However, other sites are expected to stop accepting Flash ads completely. Amazon has also updated its advertising guidelines, according to which the site will be stopping all Flash content from September 1. The guidelines state that it will ensure “customers continue to have a positive, consistent experience on Amazon.”

  • Published Date: August 29, 2015 11:10 AM IST