Move will boost performance and preserve battery life, Google says, urging advertisers to convert assets to HTML5
Google is to automatically ‘pause’ Flash adverts on the AdWords network in the Chrome browser form the start of next week, claiming the move will improve performance and save battery life.
In June, the search giant introduced a new setting that detected non-vital Plug-ins, such as advertising, while still running central content such as a video. This setting had to be activated by the user, but from September 1 it will be enabled by default, although it can be disabled.
Chrome Flash block
“If we accidentally pause something you were interested in, you can just click it to resume playback,” explained Tommy Li, software engineer and power conservationist, at Google in June. “This update significantly reduces power consumption, allowing you to surf the web longer before having to hunt for a power outlet.”
Google says it has been encouraging advertisers to make use of HTML5 for some time and automatically converts eligible assets from Flash when they are uploaded to AdWords. Google has also made tools available to advertisers to convert assets which are not eligible for automatic conversion.
The move is another blow for the much-maligned Adobe Flash, which has been the subject of numerous security threats in recent months to the point where Mozilla actually blocked the plug-in by default in July, following the emergence of a zero-day vulnerability.
Facebook’s new chief security officer Alex Stamos has also called on Adobe to set an end of life date for the much-maligned plug-in due to the sheer number of security threats.
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