Google Chrome will block resource-heavy ads starting August
Finding the heavy ads
To spot resource-heavy ads, Google is using a thresholds-based system that will automatically mark them as heavy ads if users do not interact with them and they meet these criteria:
- Uses the main thread for more than 60 seconds in total
- Uses the main thread for more than 15 seconds in any 30-second window
- Uses more than 4 megabytes of network bandwidth
As Vale explained, even though only 0.3% of all ads displayed on the web will exceed these thresholds, they are behind 26% of all the network data and 28% of all CPU resources used by ads.
Among the ad behaviors this new feature will discourage, Google mentions ads mining cryptocurrency, ads loading large, poorly compressed images, and ads loading large video files before a user gesture.
Ads that perform expensive operations in JavaScript, including CPU timing attacks and video decoding will also be unloaded automatically if they are marked as resource-heavy ads.
How to test heavy ad intervention
While the feature is not yet enabled for users of the Chrome stable branch until the end of August 2020, users of Chrome Canary (now at version 84) can easily test it using the following flags:
- Enable
chrome://flags/#enable-heavy-ad-intervention
- Disable
chrome://flags/#heavy-ad-privacy-mitigations
As Google explains it, the new behavior is activated when you enable the chrome://flags/#enable-heavy-ad-intervention flag “but by default, there is some noise and variability added to the thresholds to protect user privacy.”
When disabling chrome://flags/#heavy-ad-privacy-mitigations, the heavy ad restrictions are applied purely according to the limits.
You can test the intervention on some sample content available on heavy-ads.glitch.me, and can also use it to load arbitrary URLs to test your own sites.
Privacy Ninja:
It is great to see google chrome updating their software to help protect its users. We recommend using uBlock Origin as the best ad and popup blocker for both beginners and professional users.
Do check out our Privacy Training as we teach you how to protect yourself online.
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