Google Tests Ads That Load Faster and Use Less Power

Slashdot reader Big Hairy Ian quotes a report from the BBC: Google says it has found a way to make ads load faster on web pages viewed on smartphones and tablets. The company said the ads would also be less taxing on the handsets’ processors, meaning their batteries should last longer. The technique is based on work it has already done to make news publishers’ articles load more quickly. But it is still in development, and one expert said Google still had questions to answer. The California-based company’s online advertising revenue totalled $67.4 billion last year…
The technique limits the scope of JavaScript, and “provides its own activity measurement tools, which are said to be much more efficient,” according to article. A Google software engineer explains that this technique “only animates things that are visible on the screen,” and throttles animation to fewer frames per second for weaker devices — or disables the animations altogether. “This ensures that every device gets the best experience it can deliver and makes sure that ads cannot have a negative impact on important aspects of the user experience such as scrolling.”


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