Google has announced measures on political ads. - Michel Euler / AP / SIPA

Heavy ads are no longer welcome on Chrome. In a post published on its blog this Thursday, Google announces the upcoming blocking of advertisements that consume too much energy. A decision that follows the previous efforts of the firm to improve the experience of its users.

Since 2019, Google's browser has been blocking ads that require too many resources to load, as well as those that do not meet the guidelines of the Better Ads Standards . Today, the firm goes further.

Ads would drain your battery

"We recently found that a fraction of one percent of ads consume a disproportionate share of resources on the device, such as battery and network data, without the user knowing," says Marshall Vale, manager from Chrome and author of the post. "These advertisements [...] can exhaust the life of the battery, saturate the networks already in demand and cost money".

To remedy this situation, Chrome will now block all advertising using more than 4 MB of data, on PC as on mobile. Ads that use the processor for 60 seconds will also be penalized, as will ads that use the processor for 15 seconds in 30-second intervals.

Deployment planned for August

This new feature will be phased in over the next few months, before being fully integrated into Google Chrome in late August. This is to give advertisers time to adapt to these new rules.

Remember that Google’s revenue comes mainly from advertising. For the web giant, it is therefore crucial to provide a satisfactory user experience in order to prevent the user from installing an ad blocker. Even that it does not migrate to an alternative browser.


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