Chrome Prefers “Thin” Ads

It’s ever more challenging to put together successful advertising campaign. Inside the networks there’s the rules and guidelines that one needs to obey – and once this is done, there’s still the browsers and their specifics. Given that the user has no ad-blocker installed. So after meeting all these guidelines, one still needs to make the ad somehow effective. There’s a new factor that may be worth checking out when it comes to Ads.

It’s a standard that one needs the websites to load fast, and build them in an effective way, however, the same applies also to ads, and not only due to their loading time. What one needs to take into consideration is now also the fact, that Google Chrome is about to block ads, that would consume too much resources. While the share of ads hit by this regulation may be minor, the end goal is to further improve the user experience.

It’s been said that it’s about 0,3 % of the ads displayed that generate as much as 28 % of the total ads-generated CPU use. Not many advertisers thus should be affected by the regulation, the regulations may get tighter in time, too early to tell. In case the ad gets blocked, a grey block with an annotation will be displayed instead.

Based on the information from the Chrome Tech Team, the following points are a reason to block:

– 4 megabytes of band-with consumed
– CPU use increase by 15 % in 30 seconds after displaying
– 60 % total CPU use generated

The feature should be debuted in the Chrome Browser in August. Now in beta mode. There will be API available for the advertisers, that should inform about the ads that will be blocked, so they can be adjusted. Same as enough documentation and a test option in the help section.