As the Web 2.0 tenets of usability and personalization have moved from aspiration to expectation across the Internet, Flash ads have become not only a user nuisance but a poor business decision for advertising stakeholders. Flash ads, previously an innovative method for exposing users to interactive, moving content instead of still images, ceased living up to their value prop around the time the last jewel-tone iMac “Flavour” was unplugged and put away. Recently, as Google’s Flash-blocking policy went into effect, Flash ads went from being unpopular to officially irrelevant.