Google chrome

Google Chrome will crack down on display ads that consume battery and data

Google’s Chrome browser will start blocking resource-intensive ads around the end of August, the company said. announcement Thusday.

Ads that are poorly timed, not optimized for the network, or mine cryptocurrency (seriously) can affect users’ devices, hogging network data and draining batteries.

“We recently discovered that a fraction of percent of ads consume a disproportionate amount of device resources, such as battery and network data, without the user knowing about it,” wrote Marshall Vale, a chief of Chrome product.

What’s going to happen ? Chrome will limit the resources a display ad can use before a user engages with it. If an ad exceeds the resource limit, Chrome will offload the ad using a mechanism called Heavy Ad Intervention. Users will see a message such as “Ad removed” instead of the ad, as shown in the example below.

Picture: Google.

Resource thresholds. Chrome will filter ads based on the following thresholds: 4MB of network data or 15 seconds of CPU usage in a 30 second period, or 60 seconds of total CPU usage.

Why we care. This decision follows other efforts to filter or block certain ads to load on sites in Chrome based on Better Ads standards. Very few advertisers will be affected by this change. Google says only 0.3% of ads exceed these thresholds today, but they account for 27% of network data used by ads and 28% of total ad processor usage. Just in case, now is the time to start reviewing your ad builds to be ready for the change. There is a heavy advertising intervention testing resources here.


The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


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About the Author

Ginny Marvin was the former Managing Editor of Third Door Media (October 2018 to December 2020), directing day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin has written about paid digital advertising news and trends and analytics for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, Ginny has held both in-house and agency leadership roles. She can be found on Twitter as @ginnymarvin.