Chrome engineers have been working on a new one since last month mode, which will download the "heavy" advertisements. By the word "heavy" we mean those ads that use too many system resources (e.g., bandwidth, CPU). The new function will be called Heavy Ad Intervention.
When an ad exceeds system resources, it will be subtracted and the user will see one message, which tells him that the image uses a lot of resources and that's why Chrome removed it.
Work on the new operation is still at an early stage. It is not yet known when it will be released.
According to Google, this new feature is part of a company's overall effort to change the advertising policy. Google's goal is to make ads more "friendly" and enjoyable. At the same time, the company intends to include one built-in ad blocker in Chrome, which will be enabled by default on all of them publications Chrome, from the very next week (9 July).
Chrome's built-in ad blocker will block all ads that are not "friendly" to it user. Which ads are considered friendly and not judged by Better Ads Standards, where Google is a member.
Another move by Chrome engineers is to introduce protection measures, which prevent unwanted ads. This technique is often used by hackers to infect users' systems with malicious software, coming from malicious ads.
Ads are one of the main sources of revenue for Google but also for most services and companies. Perhaps it is also the main source. However, the company's engineers create new features in an attempt to strike a balance between what is good for the company and what is good for the users.