Chrome is arguably the fastest and most sophisticated web browser. Google is now trying to improve the latter somewhat by cracking down on ads that consume a disproportionate amount of data, shorten battery life and drain system resources.
Google claims to have found a small number of the ads that display this behavior. To fix the problem, Chrome will limit the resources used by an ad before users can interact with it. As soon as an ad has reached the limit, Chrome removes it and displays the message "Ad removed". It looks like this:
Google sets a limit of "4 MB network data or 15 seconds of CPU usage in a period of 30 seconds or 60 seconds of total CPU usage" for ads on Chrome. Surprisingly, only 0.3% of the ads exceed this limit, but this small portion of the ads alone account for 27% of the network data used by ads and 28% of the ads' total CPU usage.
Google says it will test the new ad behavior surveillance experiment in the next few months before it is conducted in August.
Source: Chromium Blog