Example of a YouTube (parent company Google) Flash banner ad displayed paused in Chrome
Google's move to disable Flash automatically on Chrome browsers has been one of the biggest stories to hit the ad tech world in the last few months.
On September 1st, Google started to pause non-essential Flash elements on websites for security reasons. This change has affected Flash banners, which now appear paused, with a play button, instead of playing automatically upon loading.
In the run up to this change, Google was still using Flash banner ads to advertise products such as the Google Display Network and subsiduaries such as Youtube. It was expected that as soon as the Flash block hit that Google would be the first to lead the way and start using HTML5 banner ads as to avoid them being paused.
However, this hasn't been the case. Even today, a couple of weeks after the change was implemented, Google is still using Flash banner ads that are now automatically paused when viewed in Google Chrome.
So why is Google still using Flash banner ads? The answer is unclear (Google are at the cutting-edge of everything Internet after all). Perhaps it is because they hope that viewers will press the play button when viewing the ad or are they having a hard time moving to HTML5?