Amazon has decided to stop accepting Adobe Flash ads starting next month. The move affects not just the company’s website, but its whole advertising platform.
While one supplier, however big, giving up on a platform is not significant it is a wider sign that the buggy platform is dying and the industry is moving to HTML5.
Google began automatically converting Flash ads to HTML5 in February. At the start of 2015, YouTube ditched Flash for HTML5 video by default and last month, Twitch announced plans to do the same.
Amazon’s decision is primarily driven by browser makers stopping what Flash can do. Apple’s Safari and Mozilla’s Firefox and Chrome have limited the plugin.
Writing on its bog a spokesAmazon said:
“Beginning September 1, 2015, Amazon no longer accepts Flash ads on Amazon.com, AAP, and various IAB standard placements across owned and operated domains. This is driven by recent browser setting updates from Google Chrome, and existing browser settings from Mozilla Firefox and Apple Safari, that limits Flash content displayed on web pages. This change ensures customers continue to have a positive, consistent experience across Amazon and its affiliates, and that ads displayed across the site function properly for optimal performance.”
In June, Google’s Chrome beta channel began automatically pausing less important Flash content to boost performance and battery life. The feature is enabled by default in Chrome beta for Windows, Mac, and Linux. Google expects to flip the switch for the Chrome stable channel in… you guessed it, September.
For most of the world the death of Flash is a good thing. However in some ways Adobe own management decisions killed the software off early.
In November 2011 the company could not be bothered researching improvements for Flash Player on mobile devices. In fact it is surprising that after that Flash is still around and pretty important.