IAB finally dumps Flash for HTML5 as video ad standard

The Interactive Advertising Bureau (IAB) has updated its video ad guidelines, urging advertisers to stop using Adobe Flash in favour of HTML5 technology.

Adobe, the creators of Flash, has backed the move and provides support for HTML5, which unlike Flash is interoperable across multiple devices

The revised guidelines include major changes to key specs for the IAB Universal Ad Package (UAP) and IAB Display and Mobile Rising Stars, which address issues such as file weights and packaging for optimal load performance when HTML5 is deployed.

Other ad units, online video and rich media guidance and the display creative glossary of terminology have been reworked as well.

“HTML5 is the way forward, and that has become clearer and clearer,” said Scott Cunningham, SVP for technology and ad operations at IAB, and GM of the IAB Tech Lab. “For years, the IAB Display Creative Guidelines have served as a critical foundation for digital marketing, and this timely update gives us yet another step up the ladder to conversion. I applaud the accelerated work from this dedicated group of IAB Tech Lab members.”

IAB Tech Lab members AOL, Celtra, Crisp Media, and Pointroll contributed ad units for the initial spec tests, and AOL provided a test environment and analysis during the examination phase.

“As the industry develops, being nimble is increasingly important in technology,” said Aaron Wood, director of production services at AOL Premium Experiences at AOL Platforms, and co-chair of the IAB Display Creative Working Group. “HTML5 is rapidly becoming the go-to for creating captivating ads that work across multiple screens. In response, the IAB Tech Lab brought together a group of tech leaders to establish global guidelines that describe the path to integrate HTML5 and, ultimately, drive toward success at scale.”

The IAB will further make necessary changes after the public comment period ends on September 18 of this year.