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No More Adobe Flash Ads on Google Chrome

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Google Chrome blocking Flash web ads

Last month, Google (GOOG) announced that it will discontinue displaying ads that use Adobe (ADBE) Flash technology. The aim is to improve user experience, as the Flash format delays page loading and increases battery consumption on users’ devices. In the past, Apple (AAPL) has also discontinued supporting Flash on non-desktop devices due to these performance issues.

Until now, these Flash ads used to appear by default on the Chrome browser. However, going forward, Google will now automatically pause these ads and users will have to click them manually in order to view them.

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Ad blocking has become prevalent

In the last couple of years, ad blocking has become prevalent. According to a report from PageFair and Adobe, Google Chrome is one of the drivers for the rise of ad blocking in 2014. Users can download ad blocking apps on Google Chrome easily, which has boosted the number of ad block users by around 96%. In comparison, the overall YoY (year-over-year) growth in ad blockers in 2014 was 70%.

Google and Apple are not the only companies that have blocked Adobe’s Flash technology. Recently, Facebook (FB) also expressed frustration regarding Flash. Alex Stamos, Facebook’s chief security officer, recently posted on Twitter that “it is time for Adobe to announce the end-of-life date for Flash and to ask the browsers to set killbits on the same day.”

You can take on diversified exposure to Apple by investing in the Technology Select Sector SPDR ETF (XLK). XLK held ~16.6% in the company on August 31, 2015.

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