Google is going to remove ads in Google Chrome that consume excessive CPU and battery power.
Google announced in a blog post that the company is taking steps to remove intrusive ads. These are advertisements that unnecessarily use battery, CPU and bandwidth to get their message across. Examples include ads with hidden cryptominers or ads with poor network optimisations.
If ads use more than 99.9 percent CPU and bandwidth compared to other ads on the browser, the ad is automatically removed without the users’ interference. Based on internal research, the Chrome team has set a limit of 4 MB of network data, 15 seconds of CPU usage within 30 seconds, or 60 seconds of total CPU usage.
The Chrome team also found that only 0.3 percent of all advertisements exceed these limits. However, these ads account for 27 percent of the network data used by all ads on Chrome, and 28 percent of all CPU usage.
“Chrome will limit the resources an ad can use before the user interacts with the ad,” the company said. “When an ad reaches its limit, the frame of the ad will navigate to an error page, informing the user that the ad has used too many resources”.
In the coming months, Google will continue to experiment with the implementation of the function. The company also hopes that advertisers will have enough time to figure out how to comply with the new advertising rules. Google plans to introduce the feature in August this year.