Addressing the shift away from Flash for web videos
Stating there is a “Flashpocalypse” may be overzealous, but there is an undeniable industry shift to move away from using Flash for video content. As this shift continues, publishers need to adapt by implementing solutions that allow them to continue monetizing through video ads.
The decline of Flash
Flash was a powerful video technology for publishers, including in VPAID ads which used to be almost exclusively created with Flash. VPAID is the IAB standard for how to enable an entire video player screen to be an interactive canvas, which allows actions such as pausing the video ad so the user can click on some type of dynamic ad.
Flash was popular in the desktop era, but in recent years its industry position was harmed because of security vulnerability, lack of flexibility, and a reputation for draining device batteries. The use of Flash waned as browsers began blocking it and embracing open source HTML5, which also performs better for mobile. Specifically, Chrome, Firefox, and Safari started blocking the Flash plugin from automatically loading content unless users give their permission.
Impact on ad monetization
Many ad servers currently don’t have the technology to serve video ads when Flash is blocked. As a result, publishers’ fill rates go down, ads are not served for the advertiser’s campaigns, and the publisher/advertiser relationship is negatively impacted.
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