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DFP support for Flash is deprecated

As previously announced, support for Flash in DFP is deprecated. This deprecation is consistent with the actions of all major browsers, including Chrome, which are phasing out the use of Flash technologies in favor of HTML5. HTML5 is not only available on more devices, but it also offers improved security, reduced power consumption, and faster page load times for users.

Timeline

Within DFP, the deprecation was implemented in phases: warning messages, removal of the ability to upload Flash creatives, removal of the ability to edit Flash creatives, and full deprecation.

DFP support for Flash is fully deprecated as of July 3, 2017.

  • You can no longer upload Flash display creatives.
  • You can no longer create or update Flash creatives through the DFP API.
  • You can no longer update Flash creatives through the DFP UI.
  • Any existing Flash creatives have stopped serving.
  • Support has ended for our Flash IMA SDK. This means that DFP no longer works on bugs or issues found in the SDK.
  • Support has ended for Flash VPAID in the HTML5 SDK.

Impact

All DFP-hosted Flash creatives are impacted. This includes the following categories of creatives:

  • "Flash" creative type
  • "Custom" creative type only if a Flash file has been uploaded as a DFP-hosted asset
  • System creative templates
    • "Floating Flash overlay"
    • "Pop-up or pop-under window with Flash content"
    • "Flash banner with optional third-party tracking"
    • "Flash expandable"
    • "Flash pushdown"
    • "Flash with Google +1"
  • Custom creative templates
    • Any creative template that includes a Flash file
  • Any creative generated using templates that include a Flash file
  • DFP-hosted video will not accept the following for upload:
    • .FLV files
    • VPAID .SWFs

Creatives with Flash assets hosted outside of DFP (e.g., creative code that references a Flash creative stored on an external server) are not impacted by these changes, and will continue to serve as usual even after the full deprecation date of July 3. This includes creatives served through a non-Google ad network or exchange. However, these creatives are unlikely to render correctly on the user's screen because Flash support is ending at the browser level. We recommend that you work with your other demand sources to migrate all Flash creatives, so that impressions aren't lost due to technical limitations.

Fix impacted creatives

Take action to ensure your Flash creatives have been replaced by equivalent non-Flash assets. In some cases, this may require reaching out to the advertiser or agency for an updated creative. Once you have a replacement creative, you should make the following changes to the existing creative:

  • "Flash" creative type
    1. Make an equivalent creative in an allowed format (e.g., image, HTML5).
    2. Associate the new creative to running line items.
    3. Deactivate the previous creative.
  • "Custom" creative type only if a Flash file has been uploaded
    1. Delete the Flash file from the creative.
    2. Update the creative code as necessary.
  • Any creatives generated using templates that include a Flash file
    1. Choose a new creative template that doesn't use Flash and generate a new creative.
    2. Associate the new creative to running line items.
    3. Deactivate the previous creative.
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