Google Plans Ad-Blocking Feature in Popular Chrome Browser

Daveski17 · Jul 4, 2019

Chrome's adblocker is rubbish. More smoke and mirrors.

guest · Jul 4, 2019

Chrome to block resource-intensive ads by default in future release
July 4, 2019
https://www.androidpolice.com/2019/07/04/chrome-block-heavy-ads/

A necessary evil though they may be to support our "free" web services, ads are kind of the worst. Even Google, a company whose very existence is predicated on ad revenue, seems aware of this: after blocking intrusive ads in Chrome, a new Chromium commit shows the company is intent on banishing resource-intensive ads, too.

The in-development feature is called "Heavy Ad Intervention." Currently, the plan is to block ads that use more than four megabytes of bandwidth or take up CPU resources for 60 seconds or more — that's about a tenth of one percent of all ads, according to the commit.
When an ad is in violation, a simple notice will be shown saying that it was removed, with a "Details" link explaining it used too many resources.
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Google is developing a ‘heavy ad’ blocker for Chrome
9to5Google’s Take
Managing ads is a tricky balance for Google. As the developers of Chrome, one of the world’s top browsers, they’re obligated to improve the user experience by removing malicious ads and now “heavy” ads. However, as the company responsible for AdWords and AdSense, Google can’t make moves that could be perceived as too heavy-handed toward other advertising companies, as this could be considered anti-competitive behavior.
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Minimalist · Jul 4, 2019

We can't expect that a company that lives from ads will create efficient ad blocking. They will just block ads from their competitors and let their own adds through.

pandorax · Jul 4, 2019

Brave Browser's adblock is good.

Daveski17 · Jul 4, 2019

Minimalist said: ↑

We can't expect that a company that lives from ads will create efficient ad blocking. They will just block ads from their competitors and let their own adds through.
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Yeah, nobody's buying their BS lol.

Rasheed187 · Jul 6, 2019

Minimalist said: ↑

We can't expect that a company that lives from ads will create efficient ad blocking. They will just block ads from their competitors and let their own adds through.
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Exactly, who are they kidding? I think they are in a bit of panick because of all the bad press about Chrome being spyware.

guest · Sep 26, 2019

Google Chrome could unload resource heavy Ads in the future
September 26, 2019
https://www.ghacks.net/2019/09/26/google-chrome-could-unload-resource-heavy-ads-in-the-future/

Some ads on the Internet use an "an egregious amount of CPU or network bandwidth" and that has to stop, according to Google. The company plans to integrate a new feature in the company's Chrome web browser that will unload resource heavy ads automatically.

Google implemented an ad-blocker in the Chrome web browser recently that focuses on sites that display ads that violate the Better Ad Standards.
Some saw this as a step in the right direction, others that it did not go far enough and did not address privacy and security issues associated with advertising.

If Heavy Ad Intervention is implemented in Google Chrome, the browser would unload ads that meet the outlined criteria. Google defines egregious as "using more of a resource than 99.9% of ads as measured by the browser".
Google projects that the implementation would "save 12.8% of the network usage by ad creatives, and 16.1% of all CPU usage by ad creatives" if implemented.
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Naturally, the feature won't have any effect on users who run content blockers already as all ads are blocked by these. Google, reliant on advertising, cannot implement full content blocking in its browser as it would have a heavy impact on the company's revenue.
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Intent to Implement: [Intervention] Heavy Ad Intervention
Heavy Ad Intervention Explainer

guest · Oct 31, 2019

Chrome 80 gets Heavy Ad Intervention feature in Canary
October 30, 2019
https://techdows.com/2019/10/chrome-80-gets-heavy-ad-intervention-feature-in-canary.html

The feature with the name ‘Heavy Ad Intervention” is now available behind a flag for Windows, Mac, Linux, Chrome OS and Android in Chrome 80 Canary for testing and can be enabled.

Firefox and Chromium Edge browsers allow users to block Cryptomining Scripts or resource-hungry ads via the Tracking Protection feature. The interesting thing is both these browsers use Disconnect blacklist for this. Google now also wants to offer a similar sort of protection to Chrome users to prevent bad ads from consuming their precious system resources.
The team cites ads that mine Cryptocurrency, ads that load large compressed images, large video file ads that load without user gesture as examples.
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guest · Feb 5, 2020

Chrome’s ad blocker to target three annoying video ads, YouTube to update advertising
February 5, 2020
https://9to5google.com/2020/02/05/chrome-video-ad-blocker/

Last year, Google made Chrome’s standards-backed ad blocker fully available around the world. The Better Ads Standards today announced a “new set of standards for ads that show during video content,” with changes in Chrome set to be applied later this year.

These video ad standards are based on research from 45,000 consumers worldwide, and identified three experiences that “people find to be particularly disruptive on video content that is less than 8 minutes long.”
The Coalition for Better Ads group has mandated that websites stop showing these ads over the next four months, or risk losing advertising completely. Chrome enforcement begins August 5, 2020, and will see the browser “stop showing all ads on sites in any country that repeatedly show these disruptive ads.”

YouTube “will be reviewed for compliance with the Standards,” while the Google video site and ad platforms (AdSense and DoubleClick) will update product plans to ensure conformity.
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Videos with fewer intrusive ads

guest · May 14, 2020

Google Chrome will block resource-heavy ads starting August
May 14, 2020
https://www.bleepingcomputer.com/ne...ill-block-resource-heavy-ads-starting-august/

The Google Chrome web browser will start unloading ad iframes using too many system resources without the user's knowledge starting with the stable release coming near the end of August.

"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," Chrome Product Manager Marshall Vale said.
Development on this new feature started during mid-2019 and it is part of a larger effort trying to steer ads into becoming friendlier with Chrome blocking a whole range of abusive or misleading advertisements since version 71 was released in December 2018.

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 [...]
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."
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oliverjia · May 14, 2020

Interesting. Isn't this suicidal for Google?

Daveski17 · May 14, 2020

It's probably a cunning plan ...

Freki123 · May 15, 2020

Instead of being forced to watch only a few resource heavy ads you now watch more/longer ads before your battery is empty. Don't see any shortcoming in money for google there

mirimir · May 15, 2020

Daveski17 said: ↑

It's probably a cunning plan ...
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Yeah, I can't help but think that it's mainly non-Google ads that'll get blocked

Daveski17 · May 15, 2020

mirimir said: ↑

Yeah, I can't help but think that it's mainly non-Google ads that'll get blocked
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Yeah, it stands a fair chance. lol

guest · Sep 8, 2020

Google Chrome starts blocking ads that slow down the browser
September 8, 2020
https://www.bleepingcomputer.com/ne...arts-blocking-ads-that-slow-down-the-browser/

Google is rolling out a new feature that allows the Google Chrome web browser to automatically unload web ads that use a disproportionate amount of system resources as part of an effort to reduce the browser's network and CPU footprint.

These resource-intensive heavy ads are known for ruining users' web browsing experience by making web pages load slower than normal, by draining their devices' battery, and by consuming mobile data for users without unlimited plans.

"As this is a significant intervention, we intend to roll it out gradually throughout the month of September in Chrome M85," Google software engineer John Delaney said earlier this month.
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What ads will be unloaded
Google is using a thresholds-based system to spot heavy ads, a system that will automatically mark them as causing performance issues if users do not interact with them and if 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

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Test heavy ad blocking now
You can test the heavy ads blocking feature on some sample content available on heavy-ads.glitch.me and you can also use it to load arbitrary URLs to test custom sites.
Click to expand...

guest · Dec 13, 2020

Google Chrome's high-resource ad blocking spotted in the wild
December 13, 2020
https://www.bleepingcomputer.com/ne...igh-resource-ad-blocking-spotted-in-the-wild/

It's no secret that digital ads on some websites are now intrusive and resources intensive. Some ad networks are known for ruining Google Chrome's web browsing experience with videos or large images.

In September, Google announced that it will start disbanding ad iframes using too many system resources.
Now it appears more people are getting the option in Chrome 87 for both desktop and mobile (Android), according to user reports and our own tests.
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According to our tests, Chrome is also blocking ads served via its own AdSense product.
If you're interested, you can test the feature on sample contents available on heavy-ads.glitch.me.
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