Chrome is going to remove ads that claim a lot of network data and CPU time

Google is experimenting with limits on CPU usage or bandwidth that ads can claim. If ads exceed the limits, Chrome Browser will remove them.

Google says it will use heavy ad intervention to protect users against the rapid depletion of batteries and data bundles. The browser feature places limits on the amount of resources ads can claim if the user has not yet interacted with the banner. In that case, if an ad reaches that limit, Chrome will show an error page in the ad’s frame, stating that the ad has been removed or unloaded.

One of the limits is that ads can’t use more than 4MB of network data. Another is that the banners may not occupy more than 15 seconds in the main thread of the CPU in half a minute and they may also claim a maximum of 60 seconds of CPU time.

According to Google, only 0.3 percent of ads currently exceed these limits, but this small amount accounts for 27 percent of all ads network data and 28 percent of all CPU time that ads claim.

The intention is that the function will be active in the stable version of Chrome at the end of August. Until then, Google will continue to experiment with the feature and with the announcement, the company will probably give advertisers time to prepare for this.