According to a recent announcement, around the end of August, Google’s Chrome browser will begin blocking resource-heavy ads.
Any ad this hasn’t been network-optimized, poorly programmed, or mine cryptocurrency can hog network data and drain batteries.
“We have recently discovered that a fraction of a percent of ads consume a disproportionate share of device resources, such as battery and network data, without the user knowing about it,” Marshall Vale, a Chrome product manager wrote.
The browser will limit resources a display ad can make use of before users can engage with it. Chrome will unload the ad using a mechanism called Heavy Ad Intervention if it ends up exceeding the resource limit. Users will find a message saying “Ad removed” in place of the ad, as shown in the example below.
Chrome will filter ads based on the following thresholds – 4MB of network data or 15 seconds of CPU usage in any 30 second period, or 60 seconds of total CPU usage.