In a move that should come as no surprise given the declining need for proprietary rich Internet plug-ins, Adobe on Tuesday said it will cease updating and distributing its Flash Player at the end of 2020.

Content creators will instead be encouraged to migrate existing content to new, “open” formats such as HTML5, WebGL, and WebAssembly. Adobe cited the advent of these standards as having matured enough to provide capabilities pioneered by Flash. “Today, most browser vendors are integrating capabilities once provided by plug-ins directly into browsers and deprecating plug-ins,” the company said.

Adobe said it will continue with development of new web standards including HTML5 while participating in the WebAssembly Community Group. Indeed, seeing the writing on the wall, Adobe has been making accommodations for HTML5 for several years now. The company’s Animate CC tool, for designing animations, supports both HTML5 and WebGL. Apple’s refusal to support Flash on its wildly popular iOS mobile platform was perhaps the watershed moment for the technology. Flash also has had its share of security issues. YouTube backed away from Flash in 2015, defaulting to HTML5.

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