While ads support the internet as we know it today, they can sometimes create some of the worst experiences the web has to offer. Google is working on a way for Chrome to block certain heavy ads” on the web automatically, which appear to slow down our browsers.
Over the past few years, Google has been blocking ads back and forth. Most recently, due to upcoming changes in how ad blocking Chrome extensions were expected to function, the business was in hot water. Before that, however, Google created an advanced Chrome ad blocker designed to handle ads that Google does not find to be in line with the Better Ads Standards.
Judging from a Chromium work-in-progress commit, the Chrome team may expand on this effort with a new blocker targeting ads that use too much network or CPU, or, as Google calls them, “heavy ads.” The commit message shares some specifics of what it takes to trigger this blocker at the moment, but notes that those numbers are subject to change at any time.
Where the existing ad blocker for Chrome blocks the ads for a whole page, the new “heavy ad” blocker explicitly only handles the ad for the problem. In the tab, heavy ads are replaced with a removal notice and a “Details” button that you can click for more details. We successfully got an early preview of this notice.
Beyond this little bit, Chrome’s heavy ad blocker doesn’t have much detail, like when we can expect it to appear on devices. Because research is just beginning now, it will probably be several months before Google can release it. And like everything else we find in the origin of Chromium, Google may decide to scrap the project entirely before it sees the day.