Googe released Chrome 78 a few days ago, but it is already working on changes that should be made official in Chrome 80. And the future version of the browser may block heavy ads from being displayed without users’ consent.
The solution, called “Heavy Ad Intervention” is tested on Chrome Canary, the experimental version of the browser that currently offers a preview of the changes to Chrome 80. Google’s goal is to disable ads that consume a lot of system resources.
“These low-performing ads (intentional or not) harm the user’s browsing experience, slowing pages, draining the device’s battery and consuming mobile data (for those without limited plans),” said John Delaney, software engineer at Google.
The browser will block ads that consume notable network or CPU space. And, by notable Google considers those that are among the 0.1% that use more system resources.
For now, the lock is only available on a Chrome Canary flag. Users of the browser trial version can activate the feature when accessing “Chrome: // flags / # enable-heavy-ad-intervention”.
The company believes that the decision will bring little risk to users’ Chrome experience. This is because the blocking will not be made to the main content of the sites, but to ads that consume excess resources and go unnoticed.
If a heavy ad is displayed after user interaction, the browser will not block it. There is still no information on when the solution (or Chrome 80 in general) will be brought to all users.