Chrome Google Chrome starts blocking Ads that slow down the browser


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Aug 17, 2014
Google is rolling out a new feature that allows the Google Chrome web browser to automatically unload web ads that use a disproportionate amount of system resources as part of an effort to reduce the browser's network and CPU footprint.

These resource-intensive heavy ads are known for ruining users' web browsing experience by making web pages load slower than normal, by draining their devices' battery, and by consuming mobile data for users without unlimited plans.

"As this is a significant intervention, we intend to roll it out gradually throughout the month of September in Chrome M85," Google software engineer John Delaney said earlier this month. "We will monitor any breakage or unintended effects of the intervention as we ramp up."

Google is using a thresholds-based system to spot heavy ads, a system that will automatically mark them as causing performance issues if users do not interact with them and if they meet these criteria:
  • Uses the main thread for more than 60 seconds in total
  • Uses the main thread for more than 15 seconds in any 30-second window
  • Uses more than 4 megabytes of network bandwidth

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