by Ciaran O'Kane on 4th Sep 2015 in TRADERTALK

As of September 01 2015, Google ended its support for Flash for much of the banner advertising in Chrome, the web's biggest web browser.

While Google has been telling the industry that this change would take effect, there will doubtless be some who have failed to prepare for the jettisoning of the ill-fated Adobe tech.

So, what happens now? How should publishers and advertisers work around it? Will the transition to HTML5 be a painful one? In this week's episode of TraderTalkTV, we asked Aden Forshaw, chief technical officer at Coull, to give us an overview of a digital advertising world post-Flash.

The key areas discussed in this episode:

– The discontinuing of Flash-enabled advertising in Chrome
– How publishers and advertisers can prepare for the move to HTML5
– What the new landscape will look like, and the technical specifications required to run HTML5
– What this means for viewability and measurement