Google Chrome will start blocking “heavy” ads

US, WASHINGTON (ORDO NEWS) — Google in August will noticeably tighten the requirements for advertising displayed in the Chrome browser. So, a few months ago, company representatives announced the upcoming introduction of the Better Ads Standard protocol.

According to this document, pre-rolls longer than 31 seconds will be blocked in Chrome without skipping after the first five seconds, second advertising screensavers in the middle of the video, as well as ads that are superimposed over the content being played, occupying more than 20% of the frame or its center.

Now it became known about another innovation that awaits advertisers by the end of summer. The browser will block advertising content that loads the device’s processor too much or (in the case of smartphones and tablets) significantly increases battery consumption.

“A small fraction of the ad consumes a disproportionate share of the device’s resources <…> and the user doesn’t even know about it,” comments Marshall Vale, product manager for the Chrome development team.

In accordance with the new requirements, ads displayed in the browser should “eat up” no more than 4 MB of network traffic, give no more than 15 seconds of loading the central process in any 30-second period of time and no more than 60 seconds of the total CPU load. According to representatives of Google, although advertising that does not fit into such requirements accounts for a fraction of the percentage of ads, it takes up 27% of the total traffic spent on advertising.

Instead of ads that are too resource-intensive, Chrome will display an error page in the corresponding frame (the area of ​​the browser that should display the ad). Also in Chrome – starting with version 80 – the Heavy Ad Intervention function has been added to track and block “heavy” ads: browser users can test it now by clicking on the link.

Previously, a feature appeared in Google Chrome, showing web pages through the eyes of color blind and visually impaired. Web developers will be able to customize the display of their sites so that people with reduced visual acuity and color perception problems can use them.

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