Google Chrome is the American tech giant’s web client that is easily the most popular of its kind on desktops and smartphones.
For many creators, adverts are the backbone of the internet and how Chrome deals with them has been changing for the past couple years in particular.
Back in June of 2017, Google said it accepted the idea of adverts as a way for online content creators to fund their work.
However, the tech giant iterated that the type of adverts that appear on the internet need to be “compelling, useful and engaging”, rather than “annoying” and “intrusive”.
At the time Google announced it would introduce a built-in ad blocker for Chrome specifically engineered to remove promotions that were not compliant with the Better Ads Standards initiative launched by the Coalition for Better Ads.
While Google Chrome’s built-in ad blocker is already present on desktops and smartphones, it appears the tech giant could be expanding this feature.
9to5Google recently noticed a work-in-progress Chromium commit that suggested the browser could soon block adverts that are deemed to use too much bandwidth, CPU usage and CPU time.
Dubbed “heavy ads”, it was detailed how much of each resource a promotion would have to consume in order to be affected.
An extract from the commit read: “This intervention unloads ads that are in the 0.1 percent of bandwidth usage, 0.1 percent of CPU usage per minute, and 0.1 percent of overall CPU time.
“The current numbers are 4MB network and 60 seconds CPU, but may be changed as more data is available.”
The post suggests Google could change the figures of resources that need to be exceeded for Chrome’s ad blocking system to go into effect.
9to5Google noted that, unlike Google’s current ad blocking initiative that blocks all ads on a single page, the new method would only remove the particular ad that is deemed to harness too many resources.
The outlet showed an example of this practise – Chrome was noted to have explained why a particular promotion had been removed.
The message read: “This ad used too many resources for your device, so Chrome removed it.”
The new ad blocker could improve the performance of devices that utilise the Google browser; if power draining promotions are removed, it is expected pages that previously showcased them would load faster if they are not present.
While the new commit suggests Google is hard at work on the new change, it is currently unclear when it could debut.