It cannot just be me that is irritated by video adverts that just randomly start playing while you are browsing a website? Or the full screen pop up adverts that take over your machines.

Google are looking at putting an end to this with the next version of Chrome. Chrome will automatically block any Flash content that isn’t “central to the webpage.”

After years of Google and Adobe working closely together to ensure smooth cooperation between the two programmes, it seems that Google now want to put the reins on Flash items that plague our browsing experience.

Official Google blogger Tommi Li writes:

“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 experience—which 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.”

One of the coolest things about the new feature is when it is rolled out in the stable channel, it will be

turned on by default. All Flash ads will be greyed out and you will have to physically click to watch them.

While the hype over this new feature is deserved, don’t get too excited too quickly. Don’t get me wrong, this

is a FANTASTIC development on the war of advertising and squeezing more power out of your device, but advertising is a multimillion pound business and this will hit them where it hurts – in the pocket. This development is only likely to encourage their move to HTML5 – so back to square one!


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