Chrome Targets Resource-Hungry Ads to Save Battery and Data
Google Chrome introduces new limits to block display ads that drain device batteries and consume excessive network data. The browser automatically unloads ads that exceed strict CPU or network usage thresholds.
Google Chrome takes new steps to protect users from resource-heavy ads that drain device batteries and consume excessive network data. While only a small fraction of ads cause these issues, they account for a massively disproportionate share of overall ad resource usage, costing users money and degrading their browsing experience.
To solve this problem, Chrome automatically unloads display ads that exceed specific thresholds before a user clicks on them. The browser targets the worst offenders by blocking any ad that uses more than 4MB of network data or 15 seconds of CPU time in a 30-second window, or 60 seconds of total CPU usage.
Chrome plans to launch this intervention on the stable channel in late August following an extended experimental rollout. This timeline gives advertisers and tool providers ample opportunity to check their reports and optimize their campaigns before the automatic limits take effect.