Owen WilliamsFormer TNW employee
Owen was a reporter for TNW based in Amsterdam, now a full-time freelance writer and consultant helping technology companies make their word Owen was a reporter for TNW based in Amsterdam, now a full-time freelance writer and consultant helping technology companies make their words friendlier. In his spare time he codes, writes newsletters and cycles around the city.
Adobe Flash, the world’s most hated software, is finally dead. Technically, it’s been on its way out for years, but today it received one of its final blows which will go down in history.
Google officially killed Flash advertising in its browser. As of September 1, any advertising that uses the technology requires the user to click it to play — it’ll otherwise remain frozen.
A new setting, enabled by default in Chrome automatically optimizes plugins to save battery power and CPU cycles and specifically targeting autoplaying advertising.
The change comes as Google AdWords now makes it possible to automatically convert advertisements created using Flash into HTML5, a friendlier and safer format for playback.
In recent times, browser support for modern formats, such as HTML5 video, have finally become widespread enough to make such a move.
The majority of users are able to ditch Flash already, although time of death can’t truly be called until streaming providers drop it entirely — but that’s already on the horizon for many.
The hated software has been plagued by problems over the years ranging from poor performance to massive, recurring security holes. It’s time for it to die. Today’s move feels like lowering the lid on its coffin.
You’ll be automatically updated to Chrome 42 today, which changes the default Flash setting to “detect and run important plugin content.”
Update: Adobe reached out saying that Adobe Flash creators can export their creations directly to HTML5 within the app.
Image credit: Shutterstock
Get the TNW newsletter
Get the most important tech news in your inbox each week.