Google will automatically pause Flash banners in its Chrome browser and only play them when users really want to see them. The change will become in effect on the 1st of September and should increase the performance of the browser and increase battery life on e.g. laptops. 
Google will pause Flash content that is detected as not central to the webpage. Google uses an intelligent algorithm to detect central content which should ensure that only ads are automatically paused. Content that is central to the page, like a Youtube video, will automatically play just like before the change. In case users want to see a Flash advertisements, or in case the algorithm accidentally pauses something the user wants to see, the user can click the content to play it.
In a Google+ post in June the search giant already announced the change to its Adwords advertisers. In the post the company urges advertisers to convert their Flash banners to HTML5. To make it as easy as possible, the search giant started to offer tools to convert Flash banners to HTML5. With Google Web Designer advertisers are provided with a tool that should help them to easily create their own HTML5 banners from scratch.
The move should not only improve the performance of Chrome and increase battery life, it also deals with user annoyances. Flashy banners and automatically playing videos (with sounds) are an increasing annoyance for internet users.
Another important reason is that Flash banners have been frequently used to distribute exploits, the new measure in Chrome should prevent that.
