Chrome's Heavy Ad Blocker To Handle Ads Slowing Down Browsers

Maya Bhagat - Jul 09, 2019, 6:54 am IST


Google is now working to develop an automatic heavy ad blocker for Chrome so that the browser can block the ads tending to reduce our browsers speed.

Essentially, ads are known to sponsor the Internet; however, they sometimes can make a bad effect on the experience the web offers. Google is now working to develop an automatic heavy ad blocker for Chrome so that the browser can block the ads tending to reduce our browsers speed.

Chrome-ad-blocker
The company is now working to develop an automatic heavy ad blocker for Chrome.

The company has been working on ad blocking in the past few years. Google, most recently, faced lots of difficulties caused by changes relating to how Chrome extensions to block ads would work. However, before that, Chrome was provided with a built-in ad blocker in order to exclusively manage ads which are considered unsuitable with the Better Ads Standards.

According to a Chromium commit which is work-in-progress, a future release of Google Chrome will block ads that consume too much CPU or network, or “heavy ads” ( as called by Google). “This intervention unloads ads that are in the .1% of bandwidth usage, .1% of CPU usage per minute, and .1% of overall CPU time. The current numbers are 4MB network and 60 seconds CPU, but may be changed as more data is available,” shares the commit some specifics. However, these numbers are noted to be easy to change whenever.

While Chrome handles the ads on the whole page with its current ad blocker, the new one for “heavy ads” only eliminates the ad with problems. After it replaces heavy ads, a notice is displayed on the left of the page to inform the removal. Also, a button named “Details” allows users to get more information.

Google-Chrome
Google hasn't yet revealed much about heavy ad blocker of Chrome.

In addition to the information mentioned above, Google hasn't yet revealed much about heavy ad blocker of Chrome, including its launch time. Because the work has just begun, it must take some months for Google to officially launch the blocker. Nonetheless, the company may also cancel the project before its release, as it has done with the previous ones in Chromium source.

It is difficult for Google to manage ads. On one hand, as Chrome’s developers, it is their obligation to remove malicious ads as well as “heavy” ads to improve users’ experience. Also, since AdSense and AdWords are under the responsibility of Google, it is impossible for the company to make moves which might be unfair to other advertising companies. It also might be claimed anti-competitive behavior.

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