IAB Tech has recently announced HTML5 is on the trajectory to replace Flash as the default media playback option on all major browsers, with most browser vendors announcing plans to implement opt-in-only support for Flash over the course of the next few months.

In the December 2016, “Transitioning Video Ads from Flash to HTML5/JS” practical guidance report for migrating digital video advertisements to HTML5 and JavaScript technologies, which have emerged as the default media playback options in the majority of today’s browsers.

While Flash has been instrumental in delivering video and gaming content over the web, it has also had issues with stability, performance, security vulnerabilities and power consumption. For these reasons, Flash support on mobile devices has been wholly deprecated by the industry already. Now all major desktop browsers have announced plans to default to HTML5 media playback.” – IAB Tech Lab

In addition, the IAB Tech Lab recommends that all video ads in the market should be HTML5 based by July 2017. Recognizing that this creates technical and operational hurdles that require time and planning, the IAB Tech Lab suggests that publishers, brands, and agencies take steps to shift the mix of ads from Flash to HTML5 and JavaScript-based ads over the course of the first six months of 2017.

“The move from Flash to HTML5 and JavaScript is vital to improving user experience in digital video advertising,” said Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab.

“We recognize that it’s a complex transition—one that cannot happen overnight. This guidance provides practical insights and how-to’s that simplify and facilitate the process for publishers, brands, and media agencies, as we build a stronger foundation for video marketing.”

To read more about IAB’s recent changes, click here.

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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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