Google compresses display ads

Google is Compressing its Display Ads to Speed up Browsing

Posted on: June 29th, 2017

Google has started to compress its Display Ads so pages load faster than before.

Google is compressing the display ads by up to 40% in an effort to improve page load times and increase battery efficiency. This is implemented by Google’s compression algorithm named Brotil which was introduced 2 years ago.

Brotil, Google’s compression algorithm, offers a data savings of at least 15% compared to gzip compression and could result in a data savings of over 40% in some cases.

The switch overall translates to a reduction of “tens of thousands of gigabytes” every day.

For now not all display ads will be compressed going forward but the company assures that it will be utilizing Brotil whenever possible.

“Our goal is to help publishers monetize their content and build sustainable businesses through advertising products that allow sites to load as fast as possible to minimize impact to user experience.”

Today Brotil is used in the top browsers such as Chrome, Microsoft’s new Edge browser featured in Windows 10. Apple’s Safari on iOS and MacOS are yet to adopt Google’s compression algorithm.

Brotil is also used to speed up the Accelerated Mobile Pages that load from search results.

This is definitely the part of Google’s plans to improve Online Advertising. In addition, Google has recently announced plans to add an ad-blocker to its Chrome browser in 2018 that will only block ads that users consider to be annoying.

In a nutshell, faster loading pages and less intrusive ads could encourage users to continue using Google’s services over competitors’.

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