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Chrome plans to start blocking high-resource, battery-depleting ads in August, Google announced on its Chromium blog (via VentureBeat) Chrome will block ads that mine cryptocurrencies, are poorly programmed, or are not optimized for network use.
We recently discovered that a fraction of a percentage of ads consume a disproportionate share of the device’s resources, such as the battery and network data, without the user knowing. These ads (like those that mine cryptocurrencies, are poorly programmed, or aren’t optimized for network use) can deplete battery life, saturate already-tense networks, and cost money.
To save our users’ battery and data plans, and provide them with a good web experience, Chrome will limit the resources that a graphic ad can use before the user interacts with the ad. When an ad reaches its limit, the ad frame will navigate to an error page, informing the user that the ad has used too many resources.
Chrome plans to limit the resources an ad can use before the user interacts with the ad, and when that limit is reached, the ad frame will redirect to an error page so the user knows that the ad has consumed too many resources.
Google says it extensively measured the ads in Chrome, targeting the more “egregious” ads that use more CPU or bandwidth than 99.9 percent of all ads found for that resource.
Chrome will have thresholds that allow 4MB of network data or 15 seconds of CPU usage in any 30-second period, or 60 seconds of total CPU usage before an ad is blocked. Only 0.3 percent of ads exceed this threshold, but today they account for 27 percent of the network data used by ads and 28 percent of all ad CPU usage.
Google will experiment with the changes over the next few months with the intention of launching the feature in Chrome stable towards the end of August.
