Google Chrome will block resource-intensive ads

In August 2020, the popular Google Chrome browser will be equipped with a useful new feature that will automatically start blocking all resource-intensive ads on the Internet. This was announced by the developers in the official blog of the company.

According to Google experts, loading “heavy” ad modules in the browser creates a serious load on the equipment and, in addition, reduces the battery life on laptops and mobile devices, as well as leads to the consumption of a large amount of traffic. All this can cause great inconvenience to users.

In this regard, experts have developed objective criteria, based on which those ads that download more than 4 megabytes of data from the network will be considered resource-intensive, consume half of the system resources for more than 30 seconds, and the time for their processing by the central processor is more than 60 seconds. Such banners will be immediately blocked, and an empty block with the inscription Ad removed will appear in their place.

According to Google representatives, there are no more than 0.3% of resource-intensive ads in the online advertising market, but at the same time they account for 27% of the total traffic consumed and 28% of the CPU resources, which is quite a serious indicator.

The company will be testing the new feature for three months to fine-tune the entire blocking mechanism and allow advertisers to adjust to the new rules. After that, it will appear in the next stable release of the mobile and desktop version of Google Chrome.