Google is supposed to implement a new “heavy ad blocker” in late August, according to a Google official’s activity on a Chromium message board. Google defines a heavy ad as any ad that a user hasn’t interacted with that uses the main thread for more than 60 seconds in total, uses the main thread for more than 15 seconds in any 30-second window, or uses more than 4 megabytes of network bandwidth. Google explains that this update is “to be fast and responsive without harmful or annoying experiences,” to comply with the Coalition for Better Ads “Better Ads Standards,” and to protect against “abusive experiences.” This comes as tension continues to rise with Google’s unwillingness to compensate news publishers in Australia. Read more here.
Members of the News/Media Alliance staff have contributed to this post.