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Google just laid out from its display advertising services.

From January 2, 2017 ads in the Flash format will not run on across Google Display Network and DoubleClick. Flash will be phased out as early as June 30, 2016, from which time it will not be possible to upload display ads built in the format.

Adobe Flash is a piece of software used to create audio and video animations, games, and applications. Until recently, up to 90% of rich media ads on desktop use Flash,

Google is one of the biggest display advertising players online. Its display advertising revenue in 2015 reached , which makes up . In the US, it is second only to Facebook when it comes to the share of display advertising spend,

But Google has been moving towards switching out Adobe Flash for HTML5 — a “” — for display ads in recent years. Last September, for example,

Flash has been criticized by developers for its , the Verge reported. However Adobe did release an .

Aside from Google, following several instances of . Amazon has also banned Flash ads from appearing on its platform, and Apple has never supported Flash on the iPhone.

Adobe itself seems prepared for the end of Flash. It killed off Flash Professional (the tool for making Flash animations) in December, . The new Adobe Animate CC program allows users to develop HTML5 content. However it is still possible to create Flash files in the software, so the format is by no means dead yet.

In a symbolically significant move, Adobe killed its Flash Twitter account on Monday:

This account is no longer active. For all things Flash related, follow !

— Adobe Flash Platform (@AdobeFlash)