{"id":18537,"date":"2020-05-15T11:57:56","date_gmt":"2020-05-15T16:57:56","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=18537"},"modified":"2020-05-20T15:43:21","modified_gmt":"2020-05-20T20:43:21","slug":"chrome-ad-blocking","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/chrome-ad-blocking\/","title":{"rendered":"Chrome to Block &#8220;Resource-Heavy&#8221; Ads: What it Means For Publishers"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">General Blogging<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Chrome to Block &#8220;Resource-Heavy&#8221; Ads: What it Means For Publishers<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Steve Marsi<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2020-05-15T11:57:56-05:00\">May 15, 2020<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">Google announced this week that later this summer, Chrome will begin blocking ads it considers to be &#8220;resource-heavy.&#8221;\r\n\r\nSuch advertisements are defined as those that &#8220;drain battery life, saturate already strained networks and cost money.\u201d\r\n\r\n<!--more-->\r\n\r\nExamples of ads that may be impacted by this are those that mine cryptocurrency, or are generally poorly optimized.\r\n\r\nFrom an empirical standpoint, here are three red lines that will result in <a href=\"https:\/\/blog.chromium.org\/2020\/05\/resource-heavy-ads-in-chrome.html\" target=\"_blank\" rel=\"noopener noreferrer\">resource-heavy ads blocked by Chrome<\/a>:\r\n<ol>\r\n \t<li>Using 4MB of network data<\/li>\r\n \t<li>Taking up 60 seconds of CPU usage overall<\/li>\r\n \t<li>Taking up 15 seconds of CPU usage over any 30-second period<\/li>\r\n<\/ol>\r\nGoogle will be experimenting with this change over the next few months before rolling it out in earnest this August.\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9422 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-735x490.jpg\" alt=\"man's hand typing on a laptop into Google \" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\r\n<h2>Why is this important?&nbsp;<\/h2>\r\nGoogle says this new initiative is essential for conservation of users\u2019 batteries and data plans, while providing them with a good experience on the web \u2014 goals no one can argue with.\r\n\r\nThe company says that a mere fraction of a percent of ads served on the web consume a disproportionate share of device resources, including battery and network data.\r\n\r\nThey&#8217;re not wrong. Ads that cross the thresholds listed above represent<strong> just 0.3% of ads<\/strong>, yet account for <strong>26% of network data<\/strong> and <strong>28% of CPU usage<\/strong> used by ads.\r\n\r\nThat&#8217;s a lot of wasted data \u2014 and likely a noticeably poorer user experience \u2014 that can be reclaimed by nixing the most poorly programmed, inefficient or otherwise heavy ads.\r\n<h2>What does it look like?<\/h2>\r\nAs&nbsp;a web page loads, Chrome will limit the amount of resources display ads can use before users interact with it.\r\n\r\nIf an ad exceeds the limitations, it will error out and inform the user that this ad has used too many resources.\r\n\r\nClicking on details will inform the user about the overuse of resources. Example from Google&#8217;s Chromium blog:\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18539\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/Screenshot_20200513-143435-222x300.png\" alt=\"Google Chrome Ad blocking screenshot\" width=\"600\" height=\"812\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/Screenshot_20200513-143435-222x300.png 222w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/Screenshot_20200513-143435-340x460.png 340w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/Screenshot_20200513-143435-768x1040.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/Screenshot_20200513-143435.png 800w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\r\n\r\nBasically, resource-heavy ads will be stopped in their tracks with an &#8220;Ad removed&#8221; message appearing for users instead.\r\n\r\nOn the advertising side, reports will be made available of the ads Chrome offloaded so that they can adjust accordingly.\r\n<h2>How will this affect Mediavine publishers?<\/h2>\r\nVery little, and probably for the better. As always, we urge publishers not to panic and to look beyond the headline \u2014 a few ads being blocked \u2014 to the bigger picture.\r\n\r\nGoogle notes that in developing this strategy, it targeted only &#8220;the most egregious&#8221; ads \u2014 those that consumed more CPU or network bandwidth than 99.9% of all detected ads.\r\n\r\nSo you&#8217;re looking at a tiny percentage of ads impacted, and if those ads are draining users&#8217; resources, chances are there are adverse effects on your website performance.\r\n\r\nYou want those ads gone, with better ones served instead, preserving <a href=\"https:\/\/www.mediavine.com\/mediavines-pagespeed-resources\/\">pagespeed<\/a> and users&#8217; experiences alike. This is stopping bad actors, not <a href=\"https:\/\/www.mediavine.com\/google-chrome-ad-blocking-relax-going-fine\/\">ad blocking<\/a> for the sake of it.\r\n\r\nTwo years ago, Mediavine, along with Google, joined the <a href=\"https:\/\/www.mediavine.com\/coalition-for-better-ads-announces-short-form-video-standards\/\">Coalition for Better Ads<\/a>, a group that specifies standards for how the industry can improve ads for consumers.\r\n\r\nIn accordance with CBA guidelines, Chrome already uses a built-in ad blocker to deny all ads (including those owned or served by Google) it deems non-compliant.\r\n\r\nOur point is that <a href=\"https:\/\/www.mediavine.com\/global-chrome-ad-filtering\/\">Chrome ad filtering<\/a> already occurs on a wide scale, and that while it may sound scary at a glance, it ultimately improves, rather than disrupts, the ecosystem.\r\n\r\nChanges aren&#8217;t permanent, but change is. A fast-evolving web requires adaptation, and as a company built on innovative technology solutions, we have always risen to that challenge.\r\n\r\nRemember: As our top monetization partner, Google has a vested interest not in stopping ads from serving, but improving the web so ads are more efficient and optimized.\r\n\r\nThat&#8217;s what this is all about. That&#8217;s what Chrome&#8217;s <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">phasing out of third-party cookies<\/a> and its <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-release-new-pagespeed-badging-indicators\/\">pagespeed badging indicators<\/a> are about. A safer, stronger and faster web.\r\n\r\nThere&#8217;s also more than enough runway to fine-tune how this is going to work before it actually goes into effect. Thus the May announcement of an August release.\r\n\r\nOver the next three months, our engineers will be working closely with Google, and our other ad partners, to ensure a seamless transition when it goes live in August.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/033e1d1dad8227b46745d12af4d935ef1fc9e4febca51b9f175c69dbdf01a5df?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/033e1d1dad8227b46745d12af4d935ef1fc9e4febca51b9f175c69dbdf01a5df?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/steve\/\" target=\"_self\">Steve Marsi<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only 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19.28125 L 5.2851562 17.496094 L 5.5019531 16.695312 L 5.0878906 15.976562 C 4.3898906 14.768562 4.0204844 13.387375 4.0214844 11.984375 C 4.0234844 7.582375 7.6067656 4 12.009766 4 z M 8.4765625 7.375 C 8.3095625 7.375 8.0395469 7.4375 7.8105469 7.6875 C 7.5815469 7.9365 6.9355469 8.5395781 6.9355469 9.7675781 C 6.9355469 10.995578 7.8300781 12.182609 7.9550781 12.349609 C 8.0790781 12.515609 9.68175 15.115234 12.21875 16.115234 C 14.32675 16.946234 14.754891 16.782234 15.212891 16.740234 C 15.670891 16.699234 16.690438 16.137687 16.898438 15.554688 C 17.106437 14.971687 17.106922 14.470187 17.044922 14.367188 C 16.982922 14.263188 16.816406 14.201172 16.566406 14.076172 C 16.317406 13.951172 15.090328 13.348625 14.861328 13.265625 C 14.632328 13.182625 14.464828 13.140625 14.298828 13.390625 C 14.132828 13.640625 13.655766 14.201187 13.509766 14.367188 C 13.363766 14.534188 13.21875 14.556641 12.96875 14.431641 C 12.71875 14.305641 11.914938 14.041406 10.960938 13.191406 C 10.218937 12.530406 9.7182656 11.714844 9.5722656 11.464844 C 9.4272656 11.215844 9.5585938 11.079078 9.6835938 10.955078 C 9.7955938 10.843078 9.9316406 10.663578 10.056641 10.517578 C 10.180641 10.371578 10.223641 10.267562 10.306641 10.101562 C 10.389641 9.9355625 10.347156 9.7890625 10.285156 9.6640625 C 10.223156 9.5390625 9.737625 8.3065 9.515625 7.8125 C 9.328625 7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/04\/image-8-1024x576.png\" class=\"attachment-large 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After the budget reset in the first quarter (outlined in our previous post), RPMs often start trending upward, advertiser activity becomes more consistent, and dashboards begin&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/q2-ecpm-pattern-most-publishers-miss\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about The Q2 eCPM Pattern Most Publishers Miss\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Google announced this week that later this summer, Chrome will begin blocking ads it considers to be &#8220;resource-heavy.&#8221; Such advertisements are defined as those that &#8220;drain battery life, saturate already strained networks and cost money.\u201d Google announced this week that later this summer, Chrome will begin blocking ads it considers to&#8230;<\/p>\n","protected":false},"author":44445,"featured_media":21685,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14,60],"tags":[],"audience_post":[],"class_list":["post-18537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-general-blogging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Chrome to Block &quot;Resource-Heavy&quot; Ads: What it Means For Publishers - Mediavine<\/title>\n<meta name=\"description\" content=\"Google announced Chrome will begin blocking resource-heavy ads, which are ads that &quot;drain battery life, saturate already strained networks and cost money.\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/chrome-ad-blocking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chrome to Block &quot;Resource-Heavy&quot; Ads: What it Means For Publishers\" \/>\n<meta property=\"og:description\" content=\"Google announced Chrome will begin blocking resource-heavy ads, which are ads that &quot;drain battery life, saturate already strained networks and cost money.\u201d\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/chrome-ad-blocking\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-15T16:57:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-20T20:43:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Black-Samsung-Tablet-Display-Google-Browser-on-Screen-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1709\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Steve Marsi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Steve Marsi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/chrome-ad-blocking\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/chrome-ad-blocking\/\"},\"author\":{\"name\":\"Steve Marsi\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/55e7fe919ceda99dc3c55fc04d35f7d8\"},\"headline\":\"Chrome to Block &#8220;Resource-Heavy&#8221; 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