The action will target ads Google discovered are the worst offenders in exceeding Google's limits. Ad blockers are increasingly common, now on mobile devices as well as personal computers. Brave blocks ads by default, Vivaldi now offers ad blocking as an option, and Apple Safari, Microsoft Edge and Mozilla take various measures to block ads from tracking you online and infringe privacy.Īdvertisers may not be happy with the changes, but many of us are taking even more aggressive actions than what browsers do by default. Google's new ad intervention reflects a growing effort by browser makers to override website instructions and to try to fix problems that can degrade the web. Offenders will be replaced by a notice that says "ad removed." One type of ad that should be hit are those that use your computing hardware to mine cryptocurrency, Google said.
The move will excise only the worst ad offenders, including those that consume more than 4 megabytes of network data and those that occupy the browser's main computing process for more than 60 seconds total or for 15 seconds of any 30-second period, Google said. Google will begin experimenting with the technology in coming months and plans to build it into Chrome in August, Google said in a blog post. To improve battery life, network usage and website speed, Chrome will delete ads that consume too many computing resources, Google said Thursday.
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