Google wants to eliminate the ads that consume the most CPU or bandwidth, and to do so Google Chrome will start blocking them from August. The idea, according to Google, is to improve users’ browsing experience, since heavy or poorly optimized ads can negatively affect the loading speed of pages or the battery of devices.

The company says it will start experimenting with this new measure over the coming months. The arrival of this new blocking is expected to reach the stable version of Chrome by the end of August, as before that they want to offer ad creators some time to adapt and certain tools to incorporate them into their workflow. But what does Google consider a heavy ad?

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All the details of what Google has called “heavy ad intervention” can be found on GitHub. The company details that the user agent will not load those ads that consume more resources than 99.9% of the ads measured by the browser. Three limits or criteria have been established for this. If an ad meets any of them, it will be blocked:

  • Ads that use the main CPU thread for more than 60 seconds in total.
  • Ads that use the CPU main thread for more than 15 seconds in any 30-second period.
  • Ads that use more than four megabytes of bandwidth to load resources.

Which ads can be removed using these criteria? Google gives some examples, such as those that mine crypto currencies, those that have poorly compressed images, those that load a large video before the user makes any gesture on it or execute heavy Javascript operations.

When an ad consumes more resources in the account, the ad frame will display an error and inform the user that the ad has consumed too many resources with the following text: “This ad uses too many resources for your device, so Chrome deleted it”. The advertiser will be notified so they can find out which ad was blocked and act on it.

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