Google has announced that it will start blocking ads on Chrome that are
resource-heavy to improve user experience. So, ads that are likely to be
strenuous on a device?s battery and memory or consume excessive network data,
will not load on Chrome.

According to the Chromiumblog post announcement
[], Google
recently discovered a small number of ads that were consuming ?a
disproportionate share of device resources.? The ads were described to either
have been poorly programmed, unoptimized or targeted at mining cryptocurrency.

These ads were found to shorten battery life and even burden a network with
their undue data requirements. So, to save users? batteries and data plans,
Chrome will now curb the number of resources an ad will need. If an ad crosses
this set threshold, it won?t load and the frame will instead display an error.
Clicking on the frame will navigate users to an error page that informs them why
the ad was removed.

Google determined the cap on resources for ads on Chrome at ?4MB of network data
or 15 seconds of CPU usage in any 30 second period, or 60 seconds of total CPU
usage.? These threshold limits were determined by focusing on ads that consumed
more CPU or network bandwidth compared to 99.9% of all detected ads. Currently,
there are 0.3% of ads that exceed the set threshold on Chrome which account for
27% of network data consumed and 28% CPU used by all ads.

Google is giving ad creators and tool providers a considerable time to adjust to
the threshold as it is going to roll it out by the end of August.