Google announced a few months back that it was beta testing a feature that would pause non-essential Flash ads by default. The change must have been a success as it will come baked into the public version of Chrome starting September 1.
If you recall, Google's AdWords advertising division introduced the feature in June as part of its latest Chrome beta release. To help with the change on the advertising end, eligible Flash campaigns are automatically converted to HTML5 when uploaded through AdWords.
Flash has had one foot out the door for some time now and while it's not likely that this change will be enough to push it past the threshold, it is welcomed news nevertheless as multiple companies continue to distance themselves from the dated platform.
Google promises the change will make Chrome faster and less battery intensive but perhaps even more important is a recent change that Google made to make video ads less annoying.
As Google's Francois Beaufort explained the other day on Google+, the team is testing a feature that will defer playback of auto-play media until you click on a tab. This means that if you open a new tab but don't get to it right away, media won't begin playing automatically, forcing you to stop what you're doing to track it down and silence it.
No word yet on when this feature will make it to the public channel but it's good to know that it's in the pipeline.