As 9to5Google explains, Chrome's developers are working on a tool that will address this problem by not loading 'heavy ads' that put excessive demands on the user's device.
The tool was first mentioned in a message from a Chromium developer, and Google has now published a short guide explaining it further, and defining exactly what is meant by 'heavy'.
According to the guide, ads will be blocked if they use the main processor thread for more than 60 seconds in total, use the main thread for more than 15 seconds in any 30-second window, or use more than 4MB network bandwidth to load resources.
Techdows has also noticed two new flags in Chrome Canary relating to the 'heavy ad' blocker, which you can enable to try the feature now. However, it's worth bearing in mind that the blocker is still at an experimental stage, and isn't likely to appear in the release version of Chrome for several months it might not work perfectly yet, and Google might choose to adjust its definition of a 'heavy ad' before then.
Google faces a tricky dilemma with advertising it makes up the bulk of the company's income, but it can spoil the browsing experience for Chrome users, particularly when it compromises their privacy or affects browsing speeds.
If any company has the power to bring that about, it's Google, but such a huge change isn't likely to happen any time soon.
Hopefully this, combined with the 'heavy ad' blocker, will let Google strike a reasonable compromise, improving the experience for its users without putting too large a dent in its ad business.
Original article