Adwords switches to HTML5 in line with new creative guidelines from IAB

IAB Australia has announced that its standards and guidelines council will be publishing new ad specifications that address industry concerns around changes to Flash support by browsers. The guidelines will replace existing HTML5 guidelines published in 2013.

The changes see Adwords no longer serving Flash ads on Chrome. Non Google-hosted Flash ads (ads using a third party ad server) will continue to serve on Chrome, but will see significantly reduced click-through-rates as users will need to click twice to interact with it.

Alice Manners, CEO of IAB Australia said: “As an industry we need to be nimble and work to the strengths of modern browsers, so our Council has focused considerable attention on refining and updating our Creative Ad Guidelines to assist marketers and advertisers.”

These guidelines are the first step in the industry transitioning process to HTML5 and address a few key issues, including larger base file weights to accommodate increased ad payload requirements; acknowledgment that material will be developed by creative teams rather than fully qualified front end developers; and outlining distinctions between creative specific JavaScript/CSS and common libraries that power ads.


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