Google Chrome will soon intelligently block auto-playing Flash ads

Google Chrome logoIf there's one thing more universally reviled that interstitial adsyou know, those full-page ads that force you to wait for a few interminable seconds before you can get to the contentit's auto-playing Flash ads, especially if they contain audio. Good news: The next version of Chrome will automatically block Flash content that isn't "central to the webpage."

Google has been working with Adobe for years to get Flash and Chrome to play nicely together, but clearly Google has decided that Flash usage on the Web needs to be curtailed and controlled just a little bit more.

Google Chrome will soon intelligently block auto-playing Flash ads

Writing on the official Google Chrome Blog, Google's Tommi Li explains that this new feature is all about battery life: Flash animations still consume a large amount of CPU time, which in turn slurps down some of your laptop's vital lithium juice. By "intelligently" pausing any Flash elements that aren't central to the surfing experiencewhich is essentially a euphemism for "ads"mobile users may experience a non-negligible boost in battery life.

The "important plug-in content" change was rolled out to the beta channel of Google Chrome today, and will percolate down to the stable channel of Chrome "soon"probably in about six weeks.

In our brief testing, the "important plug-in content" feature seemed to do a good job of blocking Flash ads, including a Flash ad at the top of the YouTube homepage. Rather than blocking Flash elements entirely, the feature pauses the ads before they begin; you can then hit a "play" button if you want to see the ad (or if Chrome accidentally pauses the wrong Flash elements). It's not clear if the new feature blocks other Flash-based content, such as cookies.

Perhaps most importantly, this feature will be turned on by default. When it hits the stable channel, hundreds of millions of Chrome users will have their Flash ads greyed out. If the advertising industry has been holding out on switching to HTML5, this will probably be the straw that finally breaks their resolve.

Source: Ars Technica

Tags: browsers, Chrome, Google, technologies

Add comment

Your name:
Sign in with:
Your comment:

Enter code:

E-mail (not required)
E-mail will not be disclosed to the third party

Jose#10 0
You've hit the ball out the park! Inbeediclr!

Last news

Is this an error or it is really happening?
The proposed topic and architecture was originally presented to the JPEG Committee in 2016
The rest of the specs as seen on Geekbench include 8GB of RAM
Samsung is likely to be made official in February at next year's Mobile World Congress in Barcelona
Lumia 950 XL shown running Windows 10 on ARM
The company has studied such an option in the past
The Samsung Galaxy A5 (2017) Review
The evolution of the successful smartphone, now with a waterproof body and USB Type-C
February 7, 2017 /
Samsung Galaxy TabPro S - a tablet with the Windows-keyboard
The first Windows-tablet with the 12-inch display Super AMOLED
June 7, 2016 /
Keyboards for iOS
Ten iOS keyboards review
July 18, 2015 /
Samsung E1200 Mobile Phone Review
A cheap phone with a good screen
March 8, 2015 / 4
Creative Sound Blaster Z sound card review
Good sound for those who are not satisfied with the onboard solution
September 25, 2014 / 2
Samsung Galaxy Gear: Smartwatch at High Price
The first smartwatch from Samsung - almost a smartphone with a small body
December 19, 2013 /

News Archive



Do you use microSD card with your phone?
or leave your own version in comments (10)