We have recently discovered that a fraction of a percent of ads
consume a disproportionate share of device resources, such as
battery and network data, without the user knowing about it. These
ads (such as those that mine cryptocurrency, are poorly
programmed, or are unoptimized for network usage) can drain
battery life, saturate already strained networks, and cost money.
In order to save our users’ batteries and data plans, and provide
them with a good experience on the web, Chrome will limit the
resources a display ad can use before the user interacts with the
ad. When an ad reaches its limit, the ad’s frame will navigate to
an error page, informing the user that the ad has used too many
resources. Here is an example of an ad that has been unloaded.
This is a great idea, and everyone other than scammers and bad programmers should support it wholeheartedly. I hurt myself, however, when I rolled my eyes at the “we have recently discovered” bit. It beggars belief that the Chrome development team hasn’t been fully aware of the gross resource consumption of web ads. They didn’t recently discover this — they recently decided to finally take action.
Your move, WebKit.