Google officially killed Flash advertising in its browser.
As of September 1, any advertising that uses the technology requires the user to click it to play — it’ll otherwise remain frozen.
A new setting, enabled by default in Chrome automatically optimizes plugins to save battery power and CPU cycles and specifically targeting autoplaying advertising.
The change comes as Google AdWords now makes it possible to automatically convert advertisements created using Flash into HTML5, a friendlier and safer format for playback.
You’ll be automatically updated to Chrome 42 today, which changes the default Flash setting to “detect and run important plugin content.”