For the digital media and advertising technologies industries, the transition away from Adobe Flash is fully underway. With the passing of Google Chrome’s self-imposed September 1, 2015 deadline, Chrome is now pausing Flash content that is not central to website experience by default across all versions of its browser.
Why is this a big deal for the ad tech and digital media industries? Well, consider this: Chrome is the primary web browser for 64% of Internet users. This means that interactive ads relying on Flash software now won’t display properly in front of a majority of a brand’s targeted audience.
I recently published an article that provided an in-depth look at the comprehensive set of solutions that Viant is providing to our advertisers to help them seamlessly transition away from Flash.
After reading my article, you may have thought to yourself…ok, well that’s great for advertisers, but how is Viant specifically aiding publishers during this period of transition?
What Publishers Need to Consider
During this time, publishers will need to ensure that their websites and video players are both compatible with and accommodating of these new types of creative across mobile and desktop screens. Publishers that do not take steps to shift away from Flash risk losing ad revenue.
Many publishers have already implemented HTML5-based players to support mobile browsers, and some are taking steps to integrate these players into desktop browsers as well. Increasingly, publishers will begin adopting HTML5-based solutions across screens, rather than supporting HTML5 for mobile and Flash for desktop separately.
For display units, Viant suggests that publishers update their creative specifications to explicitly include HTML5 as a supported technology. New ad specs should also include a noted increase in accepted file size, as HTML5 creative is likely to be heavier.
The IAB has recently updated their ad specs to include increased weighting for HTML5.
How Viant is Helping Publishers
For display units, all rich media and custom display units designed in-house by Viant for third party hosting will be built out using HTML5-friendly assets. Viant will continue to accept Flash-based creative as requested by advertisers or when necessary.