Chrome To Limit Resources Display Ads Can Use

[engine]

From August, Chrome will limit the resources display ads can use, with the intention of improving the user experience. By announcing this now, advertisers will have time to prepare.

We targeted the most egregious ads, those that use more CPU or network bandwidth than 99.9% of all detected ads for that resource. Chrome is setting the thresholds to 4MB of network data or 15 seconds of CPU usage in any 30 second period, or 60 seconds of total CPU usage. While only 0.3% of ads exceed this threshold today, they account for 27% of network data used by ads and 28% of all ad CPU usage.

[blog.chromium.org...]


Here's some information for developers on handling heavy ad interventions.
[developers.google.com...]

[RedBar]

Does anyone wait for these pages to load or is this directly targeted primariily at newspapers?

[Essex_boy]

Cant come soon enough, try view a newspaper !

[Achernar]

I remember the time when all those flash ads were using all the CPU. That's when I started using flashblock and a local proxy to filter as much ads as possible.
Nowadays, without an adblocker like uBlock, you're screwed. Unless you have a high-end computer with too much CPU power to notice. :)

[engine]

It's also going to help stop the ads with an unwanted payload.

[JorgeV]

Hello,

15 seconds of CPU usage

This is VERY long.

[tangor]

This is to offer MORE ads (which can be billed). This is not about "user experience".

[EditorialGuy]

This is to offer MORE ads (which can be billed). This is not about "user experience".

On the contrary: It's all about the user experience, because the folks at Google are smart enough to know that turning readers off (and causing them to leave a page prematurely) isn't good for anyone, including advertisers. If advertising is perceived as a teeth-grinding nuisance, then the entire advertising ecosystem will suffer. (For that matter, publishers will suffer, too.)

Obviously, Google benefits from a healthy advertising ecosystem, but what's wrong with that, if the rest of us (including our readers) are benefiting too?

[engine]

What'd be interesting is to see is if all Google's ads load fast in Chrome, and whether any other non-google ads end up getting restricted. That could turn out to be an issue for Google if it is seen to be benefiting Google to the detriment of others.

[rj87uk]

Honestly about time; As been said Newspapers or any website you visit from Facebook has a shocking user experience for ads.

What'd be interesting is to see is if all Google's ads load fast in Chrome, and whether any other non-google ads end up getting restricted. That could turn out to be an issue for Google if it is seen to be benefiting Google to the detriment of others.

Although open source this could be one of the reasons Google Ads have been constantly pushing for AMP. On one hand it is great if Google can deliver ads faster than competition for usability and then to penalise the competition for slow loading can only seen to be good for the user. Either way for me if it improves my browsing experience I want it.