Google has announced that Chrome will soon start blocking resource intensive ads.
Internet ads may be a fact of life, but not all ads are created equal. Some, such as poorly programmed ones, can consume a disproportionate amount of resources, draining a laptop’s battery and slowing down a network. Google is working to address the problem, experimenting with ways of identifying those ads and blocking them.
“We have recently discovered that a fraction of a percent of ads consume a disproportionate share of device resources, such as battery and network data, without the user knowing about it,” writes Marshall Vale, Chrome Product Manager. “These ads (such as those that mine cryptocurrency, are poorly programmed, or are unoptimized for network usage) can drain battery life, saturate already strained networks, and cost money.
“In order to save our users’ batteries and data plans, and provide them with a good experience on the web, Chrome will limit the resources a display ad can use before the user interacts with the ad. When an ad reaches its limit, the ad’s frame will navigate to an error page, informing the user that the ad has used too many resources.”
This is good news for Chrome users, especially those who primarily use a notebook. Google will continue working on the solution for the next few months, with rollout planned for August.