Google is reducing its reliance on Flash with default settings on its popular Chrome web browser to be changed to "detect and run important plugin content" that will have an effect on advertisers using the Adobe software.
Flash content that is deemed central to a website, such as video, will still run as normal but content like banner advertisements that use the software will likely not automatically run. Instead, Google is encouraging advertisers to build their ads using HTML5.
With a major shift towards personal laptop computers rather than desktop, battery life has become an important factor for programmers.
"Like other major browsers, we're making Chrome more power efficient by pausing some Flash animations in order to improve users' experience. This will include ads, which is why we are starting early to work with impacted clients," a Google spokesperson said.
"We offer a full suite of Flash-to-HTML5 conversion options, including ways to build HTML5 creative and automatic conversion tools. We've been supporting industry adoption of HTML5, which works very well across screens."
Google are not the first to technology company to prefer HTML5 over Flash.
Apple, famously, decided to not allow Flash on iPhones, iPads or iPods back in 2010.
In a strongly worded open letter in April 2010 from the late Steve Jobs, the Apple co-founder denounced Flash.
"Flash was created during the PC era – for PCs and mice. Flash is a successful business for Adobe, and we can understand why they want to push it beyond PCs. But the mobile era is about low power devices, touch interfaces and open web standards – all areas where Flash falls short," Mr Jobs wrote.
"The avalanche of media outlets offering their content for Apple's mobile devices demonstrates that Flash is no longer necessary to watch video or consume any kind of web content. And the 250,000 apps on Apple's App Store proves that Flash isn't necessary for tens of thousands of developers to create graphically rich applications, including games."
Mr Jobs also cited battery life as a major reason for moving away from Flash.
The changes to Chrome's default settings could come as soon as September.
According to NetMarketShare, Google Chrome had a desktop browser market share of 26.4 per cent in May 2015 – making it the second most used browser in the world. Internet Explorer still holds top spot at 55.2 per cent.
On mobile and tablet, Chrome lifted slightly to 28.5 per cent, while Safari held the dominant position with 41.5 per cent.
Initial testing done by Spinach Advertising showed that the new settings through push through a GIF version of the ad or display a play button.
"As the first frame of the ad is displayed, this could be a solid colour such as black or white if the content is designed to appear with an effect," the firm's senior digital strategist, Richard Taylor, said.
"Building ads in HTML5/CSS3, and having all advertising networks and publishers in Australia supporting this format as standard, has now become imperative."
