If you are using Google Chrome as your browser, and over half of you are, your experience as you use the internet is about to change. Google has decided that as of tomorrow, September 1, they will begin pausing many Flash ads by default to improve performance for users. What that means is that if you are desperate to see an ad you will need to click on it to manually enable it. Otherwise, ads will remain plain images by default. Firefox is also doing this and Amazon also said that it would no longer allow Flash-based ads to serve on its network or across its Amazon Advertising Platform. In short, the bulk of web browsers is now Flash-unfriendly. This prompts several business thoughts.
First, yay Google and others! Flash creates all kinds of issues, the biggest of which are that it drains batteries quickly, it doesn’t really perform that well on mobile devices (in a world that’s now mostly mobile) and, most importantly in my mind, it has abysmal security. Just look at the recent malware attack launched via MSN‘s ad network as an example. This is a good thing for consumers and maybe makes our digital world a little safer.
Second, this is going to have a major effect of the digital ad world. The supply of ad space is actually going to drop since much of what is out there is Flash-based. That should kick prices up. The question in my mind is will the price rise get publishers rethinking their ad load strategy? I don’t know about you, but in my mind surfing much of the web has become a stroll through the proverbial Arabian bazaar – one hawker after another in an extremely cluttered environment. Maybe this is how the tidal wave of ad blocking is pushed back?
Third, what will this do to the numerous ad-serving companies? Who has technology that is so tied to Flash that their business model is disrupted and where are the opportunities in companies that aren’t Flash-based?
Finally, this points out how interdependent every digital business is. The browser companies make a change and ad companies and publishers are affected. A hardware company decides to change a business model, as Apple did with iTunes years ago, and nearly every subsequent business deal is held up to that standard. Never a dull day in digital – how about in your business?