Google Chrome Began Blocking Heavy Ads

26 August 2020

Gray rectangles will appear instead

This week, Google Chrome began to gradually block ads that load the battery or use too much memory, writes Digiday. This way, Google will fight advertising that owns cryptocurrency or performs complex operations using JavaScript.

The launch of the new feature coincided with the release date of the new version of Chrome 85, writes AdExchanger. Instead of ads that use more than 4 MB of network bandwidth or use CPU for more than 60 seconds, gray rectangles will appear. Google content will be automatically deleted.

According to the company, Google now has only 0.3% of such heavy advertising. It takes 26% of the traffic and makes up 28% of the load on the device’s CPU.

Google announced the new restrictions back in May. Nevertheless, for four managers from global adtech companies interviewed by Digiday, the innovation was news. Two of them do not understand how it will affect the technical side of the process.

Digiday writes that predicting how “heavy” advertising is and whether it will be blocked by Google will not be easy for publishers. It will be even harder if the advertising messages are configured differently for different devices.

Publishers expect the real impact of the new feature to be felt in about ten days when users update their browsers. For now, you can test the new feature on the latest version of Chrome. Instructions can be found at the link.

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