Google’s Chrome Browser Will Begin Blocking Flash Web Ads - Digits - WSJ

All annoying auto-play ads will henceforth be developed in HTML5

"Google’s Chrome browser on Tuesday will begin blocking Internet ads that use Adobe’s Flash technology, a move that will likely prompt advertisers to abandon the video format entirely.

Flash has powered a large portion of online banner and video ads over the past 20 years, but Google says the format increases page-load speeds and device battery consumption, and generally degrades user experience.

As a result, the company will now “pause” Flash ads by default within its Chrome browser, meaning users will have to click on the ads to have them play."

Google’s Chrome Browser Will Begin Blocking Flash Web Ads - Digits - WSJ