Not too long ago, Google made a big step in moving away from Adobe Flash by making its YouTube website default to the HTML5 player.. The tech giant is now continuing the plan with yet another change, this time to its Google Ads Display Network: the web is about to get a little less annoying.

Google today announced on Google+ that it has begun converting Flash ads to HTML5, in an effort to give advertisers an easier way to target the ever-increasing number of mobile devices that don’t support Adobe’s standard.

Back in September 2014, advertisers were offered a manual way to make interactive HTML5 backups for when Flash isn’t supported from within the DoubleClick Campaign Manager. Starting February 25, Google will automatically do that for eligible Flash campaigns, both existing and new, when uploaded through AdWords, AdWords Editor, or a third party tool.

With this new tool plus our best practices and versatile mobile ad formats, we’re making it easier for marketers to deliver beautiful display ads that just work -- regardless of screen or device -- ensuring a better experience for both consumers and brands.

Adobe Flash usage has decreased a lot in the last few years, mainly because of the increase in mobile device usage, and constant improvements made to HTML5. Converting Flash ads to HTML5 should go a long way in improving the web experience, even on the desktop, where they don’t quite blend in with the modern design of most websites.

Source: Google+ via VentureBeat