Google Chrome Will Start Blocking ‘Resource-Heavy’ Ads From August


INTRO: So from the month of August, Google Chrome will begin the process of blocking ads that use up too many hardware resources, that including CPU, RAM, battery, and network data, and will ensure efficient working on Google chrome.

Chrome Updates Will Ensure Higher Battery Efficiency & Lower Data Consumption

In an official blog post by Chrome’s product manager, Marshall Vale said that this plan will help all the users have a better experience on the web as it will result in higher battery efficiency and lower data consumption which is a plus point for all web google chrome users.

Chrome will start blocking resource-heavy ads in August | VentureBeat

According to the statement by Vale: “In order to save our users’ batteries and data plans, and provide them with a good experience on the web, Chrome will limit the resources a display advertisement can use before the user interacts with the ad. When an advertisement reaches its limit, the ad’s frame will then navigate to an error page, that is informing the user that the ad has used too many resources”.

Blocking The Ads that Uses More Network Data Or CPU

The ads that will be on the chopping block include ones that consume 4MB or more of network data, or 15 seconds of CPU usage in any 30 second period, or 60 seconds of total CPU usage. According to the company, only 0.3 of ads exceed any of these thresholds but they account for 27 percent of network data used by ads and 28 percent of all ad CPU usage.

As part of its plans to make internet ads less annoying and more relevant, Google, a few years ago, formed the ‘Coalition for Better Ads’ consortium with several leading companies, including Microsoft, Facebook, P&G, Unilever, NewsCorp and more.

The non-profit organization announced its ‘Better Ads Program’ in late 2017, following which, Google announced that its Chrome web browser will start blocking all ads that do not comply with the recommendations. The company also recently announced that Chrome will start blocking intrusive video ads from later this year.


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