Google has said it will release a default setting to block advertisements that violate its heavy ad intervention policy by the end of August. Sources tell AdExchanger those new policies coincide with the release of Chrome 85, which is scheduled for Tuesday.
Google declined to confirm exactly when the ad intervention changes will go live, but stated they would be deployed in late August 2020 in a May blog post. A Google developer confirmed the timeline on a Chromium message board.
While just 0.3% of ads exceed these thresholds, they account for 27% of overall network data consumed by ads, as well as 28% of total ad CPU usage. Google cites ads that mine cryptocurrency or host mini-games as examples of data-hungry ads.
For ad tech companies that have already cut down on network and CPU use in their ad units to improve the user experience, the impact of Chrome’s changes will be limited, said Jeremy Arditi, chief commercial officer at Teads.
“Low file sizes and minimal CPU usage are things we’ve been considering for years,” he said, “so we’re aligned with the motivation.”