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Google Chrome blocks ads that drain your CPU, battery, and network

A Google Chrome lapel pin

Google Chrome will block heavy ads from August.

Stephen Shankland / CNET

To improve battery life, network usage, and website speed, Chrome deletes ads that consume too much computer resources, Google said on Thursday. Google will experiment with the technology in the coming months and plans to integrate it with Chrome in August, Google said in a blog post on Thursday.

The move will cut out only the worst advertisers, including those trying to mine cryptocurrency, using images with unnecessarily large files, requiring more than 4 megabytes of network data, or taking more than 60 seconds to complete the browser’s main accounting process. Google said. Criminals will be replaced with a notice saying “ad removed”.

Google’s new ad intervention reflects the growing efforts of browser manufacturers to override the website’s instructions and try to fix issues that may affect the web. Boldly blocking ads by default, Vivaldi now offers ad blocking as an option, and Apple Safari, Microsoft Edge and Mozilla take various measures to prevent ads from tracking you online and violating privacy.

Advertisers may not be happy with the changes, but many of us are even more aggressive than the browsers by default. Ad blockers are being used more and more, both on mobile devices and on PCs. Other extensions also block ad tracking.

The action targets ads that Google has determined are the worst offenders for exceeding Google limits. “While today only 0.3% of ads exceed this threshold, they account for 27% of the network data used by ads and 28% of the total CPU usage of the ads,” said Marshall Vale, a Chrome program manager, in a blog post.

Google, which relies on online ads for most of its revenue, announced in 2016 that Chrome would not block ads. But it had a change of heart, and in 2018, people started blocking ads on websites that, according to Google and an Allied industry effort, the Coalition for Better Ads, used too many ads.

Microsoft’s new Edge browser, based on the same Google Chromium project that Chrome uses, has also been moved to block intrusive ads.

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