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.”