Google is Unloading Heavy Ads to Speed Up Web Browsing Experience

By:  |  Category: Blog Tuesday, September 8th, 2020  |  No Comments

Tired of ads on Google slowing down your system? Google is taking action.

Google is introducing a new feature that allows the Google Chrome web browser to automatically unload web ads that use an excessive amount of system resources as part of a push to reduce the browser’s network and CPU footprint.

These resource draining ads are known for ruining users’ web browsing experience by making web pages load slower than normal, by draining their devices’ battery, and by gobbling up 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.”

What ads will be blocked?

Google is utilizing a thresholds-based system to identify 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 elements:

  • 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

As Chrome Product Manager Marshall Vale said in May, although only 0.3% of all ads displayed online will exceed these very specific thresholds, they are also behind 26% of all the network data and 28% of all CPU resources used by online ads.

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Image Source: https://www.pexels.com/photo/black-samsung-tablet-display-google-browser-on-screen-218717/

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