November 29, 2020
Google Chrome to Block Resource-Draining Ads from Loading

Google is Fixing One of the Most Annoying Things about the Internet with This Change to Chrome

Google is about to deal with one of the most irritating aspects of being online, changing how its Chrome browser handles resource-heavy ads…

If there’s one thing that really takes away from the experience of the internet, it’s intrusive ads. And, although Google has applied a new standard to deal with “intrusive interstitials,” meaning pop-ups, and overlays, it’s not done anything about ads that slow down load time. That is, until now.

Google Chrome to Block Resource-Draining Ads from Loading

Beginning in late August, Google Chrome will start blocking (or at least won’t render) heavy resource-consuming ads. Instead, the browser will only show a frame where the ad would normally appear. (See the example provided by Google below of what it might look like, in-action.)

Google states that ads consuming 4MB of network data, 15 seconds of CPU usage inside a 30-second period, or 60-seconds of total CPU usage will be blocked. Though a mere 0.3 percent of ads surpass these parameters, they actually make up about 27 percent of network data siphoned off by ads and approximately 28 percent of ad CPU usage. Google writes on its Chromium blog, the following:

“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 ad can use before the user interacts with the ad. When an ad reaches its limit, the ad’s frame will navigate to an error page, informing the user that the ad has used too many resources.”

Google Chrome to Block Resource-Draining Ads from Loading screenshot
Credit: Google

William Boleys

Will is an experienced freelance writer who covers a wide range of topics, including apps, social media, and search.

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