Blocking so-called heavy ads begins to be deployed with the latest stable version of Google Chrome .

As expected, Google is deploying a new feature to allow its Chrome browser to automatically block highly resource-intensive ads. It is a gradual deployment – and therefore under surveillance – throughout this month of September in the current stable version 85 of Chrome.

Google had determined criteria according to which ads will not be loaded. These are ads that consume at least 4MB of network data or use 15 seconds of the CPU in a 30-second period. Another threshold is 60 seconds of total CPU usage.

In May, Google argued that such thresholds were only exceeded by 0.3% of ads. For affected ads, they would account for 27% of network data used by ads and 28% of all CPU usage by ads.

Poorly timed or unoptimized ads with impact are singled out. on bandwidth, battery life of devices. An error page should appear where a blocked ad should have been present to signify that it was removed.

Initially, the metric – which was in gestation since last year – mainly aimed at advertisements with cryptocurrency mining.

Recall that in accordance with the standards of the Coalition For Better Ads, Google Chrome already automatically filters advertisements considered intrusive or deceptive.