Google planned to enable Chrome’s built-in ad blocker by
default the week of July 9, ZDNet and others reported.
The blocker
blocks ads that don’t meet the Better Ads Standards, set by the Coalition for
Better Ads. The standards are aimed at staunching ad formats deemed irksome
based on consumer research, the coalition says.
Chrome has
also launched security protections to the browser that stop ad frames from
starting unwanted or unexpected downloads, which can carry malware, ZDNet said.
Meanwhile,
the Chrome team has begun work to devise a feature that will unload ads that
have been found to use an egregious amount of system resources, according to
Google. The intervention unloads ads that are in the .1 percent of bandwidth
usage, .1 percent of CPU usage per minute, and .1 percent of overall CPU time,
Google said.
The feature
is called “Heavy Ad Intervention.”
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