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Chrome announced its plans to begin the implementation of steps to block ads that consume a large amount of device resources before the user interacts with an ad unit. The implementation of this functionality within Chrome has the possibility of impacting your ads.
The purported reason for these new rules is to reduce the strain on device batteries and data plans, and to provide a quality online experience for users with mobile devices, however, these rules extend beyond mobile devices into the core Chrome desktop browser as well.
In the most simplistic terms, Chrome has determined that any ad unit which exceeds any of the following is at risk for removal:
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4MB of network data usage
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15 seconds of CPU usage within a 30 second period, or
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60 seconds of CPU usage in total
The above thresholds are enforced for any ad type, including non-video ads, and VAST ads. Therefore, it is important to adhere to the requirements set forth, or risk the ad being removed by Chrome. Failure to do so produces the following experience in those ad slots for viewers of your site:
We recommend keeping combined asset sizes per unit around 4MB, and to keep in-banner video length below 30 seconds, to help avoid unloading from Chrome Heavy Ad Intervention.