Chromium Blog
News and developments from the open source browser project
Protecting against resource-heavy ads in Chrome
Thursday, May 14, 2020
Chrome is developed to be fast and responsive without harmful or annoying experiences. Recently, following the
Better Ads Standards
, we have taken steps to address ads that most people find unacceptable. Prior to that, we also launched a set of protections against
abusive experiences
in Chrome.
We have recently discovered that a fraction of a percent of ads consume a disproportionate share of device resources, such as battery and network data, without the user knowing about it. These ads (such as those that mine cryptocurrency, are poorly programmed, or are unoptimized for network usage) can drain battery life, saturate already strained networks, and cost money.
In order to save our users’ batteries and data plans, and provide them with a good experience on the web, Chrome will limit the resources a display ad can use before the user interacts with the ad. When an ad reaches its limit, the ad's frame will navigate to an error page, informing the user that the ad has used too many resources. Here is an example of an ad that has been unloaded:
To determine the threshold limits for the unloading, we extensively measured the ads Chrome sees. 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.
The overall percentage of heavy and non-heavy ads and the total resource usage of each
We intend to experiment with this over the next several months, and to launch this intervention on Chrome stable near the end of August. Our intent with this extended rollout is to give appropriate time for ad creators and tool providers to prepare and incorporate these thresholds into their workflows. To help advertisers understand the impact of this intervention on their ads, they can
access reports
to learn which ads Chrome unloaded.
With these changes, Chrome is continuing to help ensure that people have good browsing experiences both on the screen and behind the scenes.
Posted by Marshall Vale, Product Manager, Chrome
Labels
$200K
1
10th birthday
4
abusive ads
1
abusive notifications
2
accessibility
3
ad blockers
1
ad blocking
2
advanced capabilities
1
android
2
anti abuse
1
anti-deception
1
background periodic sync
1
badging
1
benchmarks
1
beta
83
better ads standards
1
billing
1
birthday
4
blink
2
browser
2
browser interoperability
1
bundles
1
capabilities
6
capable web
1
cds
1
cds18
2
cds2018
1
chrome
35
chrome 81
1
chrome 83
2
chrome 84
2
chrome ads
1
chrome apps
5
Chrome dev
1
chrome dev summit
1
chrome dev summit 2018
1
chrome dev summit 2019
1
chrome developer
1
Chrome Developer Center
1
chrome developer summit
1
chrome devtools
1
Chrome extension
1
chrome extensions
3
Chrome Frame
1
Chrome lite
1
Chrome on Android
2
chrome on ios
1
Chrome on Mac
1
Chrome OS
1
chrome privacy
4
chrome releases
1
chrome security
10
chrome web store
32
chromedevtools
1
chromeframe
3
chromeos
4
chromeos.dev
1
chromium
9
cloud print
1
coalition
1
coalition for better ads
1
contact picker
1
content indexing
1
cookies
1
core web vitals
2
csrf
1
css
1
cumulative layout shift
1
custom tabs
1
dart
8
dashboard
1
Data Saver
3
Data saver desktop extension
1
day 2
1
deceptive installation
1
declarative net request api
1
design
2
developer dashboard
1
Developer Program Policy
2
developer website
1
devtools
13
digital event
1
discoverability
1
DNS-over-HTTPS
4
DoH
4
emoji
1
emscriptem
1
enterprise
1
extensions
27
Fast badging
1
faster web
1
features
1
feedback
2
field data
1
first input delay
1
Follow
1
fonts
1
form controls
1
frameworks
1
fugu
2
fund
1
funding
1
gdd
1
google earth
1
google event
1
google io 2019
1
google web developer
1
googlechrome
12
harmful ads
1
html5
11
HTTP/3
1
HTTPS
4
iframes
1
images
1
incognito
1
insecure forms
1
intent to explain
1
ios
1
ios Chrome
1
issue tracker
3
jank
1
javascript
5
lab data
1
labelling
1
largest contentful paint
1
launch
1
lazy-loading
1
lighthouse
2
linux
2
Lite Mode
2
Lite pages
1
loading interventions
1
loading optimizations
1
lock icon
1
long-tail
1
mac
1
manifest v3
2
metrics
2
microsoft edge
1
mixed forms
1
mobile
2
na
1
native client
8
native file system
1
New Features
5
notifications
1
octane
1
open web
4
origin trials
2
pagespeed insights
1
pagespeedinsights
1
passwords
1
payment handler
1
payment request
1
payments
2
performance
20
performance tools
1
permission UI
1
permissions
1
play store
1
portals
3
prefetching
1
privacy
2
privacy sandbox
4
private prefetch proxy
1
profile guided optimization
1
progressive web apps
2
Project Strobe
1
protection
1
pwa
1
QUIC
1
quieter permissions
1
releases
3
removals
1
rlz
1
root program
1
safe browsing
2
Secure DNS
2
security
36
site isolation
1
slow loading
1
sms receiver
1
spam policy
1
spdy
2
spectre
1
speed
4
ssl
2
store listing
1
strobe
2
subscription pages
1
suspicious site reporter extension
1
TCP
1
the fast and the curious
23
TLS
1
tools
1
tracing
1
transparency
1
trusted web activities
1
twa
2
user agent string
1
user data policy
1
v8
6
video
2
wasm
1
web
1
web apps
1
web assembly
2
web developers
1
web intents
1
web packaging
1
web payments
1
web platform
1
web request api
1
web vitals
1
web.dev
1
web.dev live
1
webapi
1
webassembly
1
webaudio
3
webgl
7
webkit
5
WebM
1
webmaster
1
webp
5
webrtc
6
websockets
5
webtiming
1
writable-files
1
yerba beuna center for the arts
1
Archive
2024
Dec
Aug
Jun
May
Apr
Mar
Feb
2023
Nov
Oct
Sep
Aug
Jun
May
Apr
Feb
2022
Dec
Sep
Aug
Jun
May
Apr
Mar
Feb
Jan
2021
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2020
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2019
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2018
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2017
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2016
Dec
Nov
Oct
Sep
Aug
Jun
May
Apr
Mar
Feb
Jan
2015
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2014
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2013
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2012
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2011
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2010
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2009
Dec
Nov
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2008
Dec
Nov
Oct
Sep
Feed
Follow @ChromiumDev
Give us feedback in our
Product Forums
.