Google Chrome : The ads that slow down the navigation could be blocked

Has the golden age of ad blockers, Google has taken the lead in January with Manifest V3, an update to chrome that should recast the system of extensions… and at the same time prevent some of the ad blockers from working.

But this initiative is now controversial because it involves the closure of an API (resource code accessible to developers)… used by some ad blockers. Some internet users are not deprived to accuse Google of wanting to block ad blockers. An intention which defends itself , ensuring that want to improve the safety and experience of navigation in its browser.

Today, we learn via 9TO5Google that the company would be expected to block ads that are too heavy natively in Chrome. The announcement has not been formalized, but developers have spotted clues in the code of Chromium (the open-source version of the browser). According to them, it would be an automatic blocking of all ads that exceed a certain threshold of use of bandwidth or cpu. This threshold would be set at 0.1% of network bandwidth usage or processor.

A balancing act

This initiative comes after the establishment of an ad-blocker built directly into the browser, which is intended to block any advertisement not corresponding to the standard AAC (Better Ads as Standard).

Chrome wish, therefore, to recover the control over the displayed content, while the latter was increasingly being delegated to extensions dedicated. A finding that has generated mistrust on the part of different observers : indeed, any movement of Google on the theme of the advertising is always scrutinized with a lot of attention since the company of Mountain View has the most well-known systems, advertising monetization with AdSense.

It therefore delivers a dangerous balancing act, which could potentially attract the attention of the authorities of regulation of the competition. Remains to be seen when, and especially how Google is going to implement his system and continue the metamorphosis of Chrome on the advertising plan.