Chrome to block resource-heavy ads from late August

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 15, 2020, 1:43 AM UTC

These ads can drain battery life, saturate already strained networks and cost money.

Starting late August, Google will start blocking resource-heavy ads on Chrome, as per an announcement by the company. The move would help ease strain on mobiles’ battery or home network capacity.

Ads that use too many resources will be blocked and in its stead Chrome will show an error page. Ads that could be blocked would be at thresholds like “4MB of network data, 15 seconds of CPU usage in any 30-second period, or 60 seconds of total CPU usage”.

Google shares that currently only 0.3% of ads surpass those thresholds. The ads that do go beyond these limits “account for 27% of network data used by ads and 28% of all ad CPU usage”.    

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