Google Chrome’s “Heavy Ad” Blocker Has No Impact on Undertone High Impact

| High Impact + Uncategorized

To our valued partners, and to those who we may have not yet had the pleasure:

If you haven’t heard, Google is officially rolling out their process for blocking “heavy ads” on their Chrome browser. You are probably wondering: “Does this have an effect on ads I have running with Undertone?” And to that we’d say: “Not at all!”

In fact, a majority of Undertone’s ads were never considered “heavy” under these new definitions by Google to begin with. Undertone investigated if our ads would have been blocked prior to this enforcement, and we found that instances would have occurred only on rare occasions.

Now, we can assure you that we will be able to run our campaigns with no interruption or blocking due to “heavy ads”, and here’s how:

1- Since Q1 2020, Undertone implemented a number of tools and processes to ensure our formats are light and lean, so that while designing, file weight can be closely monitored

2- In the event that an ad is over 4MB after design, Undertone is alerted during the Quality Assurance process and any/all necessary adjustments will be made before the campaign goes live.

3- We are currently developing even more advanced tools to monitor, detect, and proactively design creatives, features, and formats in real-time to further automate this process so that no accommodations have to be made after a creative is designed.

If you are unfamiliar with Google’s update, you can check out more details on the Google Developer Blog here. If you want to know how Google defines a “heavy ad”, see below:

  • Uses the main thread for more than 60 seconds in total
  • Uses the main thread for more than 15 seconds in any 30 second window
  • Uses more than 4 megabytes of network bandwidth

Working with Undertone means staying ahead of industry developments, and being confident and ready for when they are put into action. This way, we can continue to drive great results together, uninterrupted by new changes like these, or ones that are sure to come in the future. For any questions, feel free to reach out to your local Undertone Rep or email us at


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