Google Chrome will start blocking resource-intensive ads in August

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Internet users are constantly attacked by a huge number of advertisements. The fight against low-quality, intrusive and unauthorized advertising is actively conducted by Google, together with other high-tech companies in the framework of the Coalition for the Best Advertising program. Already in August this year, a restriction will be introduced on individual ads that do not meet the new Better Ads Standard.

Meanwhile, users of the Chrome browser from August will receive another gift – ads will be blocked, adversely affecting processor performance, consuming too much computing resources and battery power.

According to the Chrome management, it was revealed that some commercials consume "a disproportionately large share of the device’s resources." Such resources include increased traffic and battery consumption of mobile devices.

At the same time, experts note that advertisements, as well as cryptocurrency miners, are extremely poorly optimized for traffic consumption, which leads to a disproportionate consumption of both limited network resources and limited energy on smartphones and laptops. This in turn requires additional financial costs from users.

Google Chrome will start blocking resource-intensive ads in August

In August, Chrome will launch a new feature that tracks the excessive consumption of inventory by ads. In case of exceeding the established standards, Chrome will display an error page.

Restrictions are imposed on the following parameters:
• 4 MB network traffic
• 15 seconds of CPU load in any 30 second period
• 60 seconds of total CPU utilization

Currently, according to Google, 0.3% of advertisements fall into this range. However, they consume 27% of all advertising traffic and 28% of the load on the central processor. Currently, the assembly of Chrome 80 already provides for manual restriction of "heavy" commercials, using the Heavy Ad Intervention button, which allows you to limit resource-intensive advertising.

Source: Chromium