Google will stop running display ads in the Adobe Flash format on the Google Display Network or through DoubleClick in favor of HTML5, and has published two deadlines that affect advertisers using its services, reports MediaPost.

The MediaPost post stated, in part:

“The search engine will stop the ability to upload display ads built in Flash into AdWords and DoubleClick Digital Marketing as soon as July 2016, and stop running display ads in the Adobe Flash format on the Google Display Network or through DoubleClick as of January 2017, in favor of HTML5.

“The decision sends a loud-and-clear message that developers and marketers using Flash ads in their AdWords campaigns must switch to HTML 5. Google says the move protects consumers against being infected with malware from injected ads as well as the reputation of brands, and speeds search services that help them to return results more quickly.

“Google will stop running display ads in the Adobe Flash format on the Google Display Network or through DoubleClick in favor of HTML5, and has published two deadlines that affect advertisers using its services.

“The search engine will stop the ability to upload display ads built in Flash into AdWords and DoubleClick Digital Marketing as soon as July 2016, and stop running display ads in the Adobe Flash format on the Google Display Network or through DoubleClick as of January 2017, in favor of HTML5.

“The decision sends a loud-and-clear message that developers and marketers using Flash ads in their AdWords campaigns must switch to HTML 5. Google says the move protects consumers against being infected with malware from injected ads as well as the reputation of brands, and speeds search services that help them to return results more quickly.”