What is Heavy Ad Intervention?
Heavy Ad Interventions (HAI) is a new feature on Chrome browser that will unload ads considered to be “heavy” on the user’s device resource unless the user interacts with the ads.
An ad will be subject to unload in case it hasn’t received a user gesture (interaction) and meets one of the below criteria:
- Used too much network bandwidth (>4MB)
- Used too much processor’s calculation resources
This feature is being gradually rolled out and will affect users using Chrome 85 & above.
Sources:
https://www.chromestatus.com/feature/4800491902992384
https://blog.chromium.org/2020/05/resource-heavy-ads-in-chrome.html
Whom does it affect?
It affects all publishers, adtech/ martech platforms delivering video ads to the consumers who are using Chrome 85 & above.
What is the current market share of Chrome 85 & above?
Based on current market share of browsers by region, we expect this to affect approx 24% of the users in Asia & 26% users Worldwide.
How can Wootag help ?
Wootag uses adaptive streaming that optimizes the video files based on device, connectivity & player size.
However to ensure campaign metrics such as View through rates (VTR) is not affected, below are a few recommendations:
1) Recommend use of 30 seconds videos or shorter. As any video over 30secs is most likely to be over 4 MB.
2) For videos over 30 seconds, we can leverage Wootag’s Short-to-Long form OR the “continue watching” execution.
Summary :
1. Heavy Ad Interventions (HAI) is a new feature on Chrome browser that will unload ads considered to be “heavy” on the user’s device resource unless the user interacts with the ads.
2. It affects all publishers, adtech/ martech platforms delivering video ads to the consumers who are using Chrome 85 & above.
3. For videos over 30 seconds, we can leverage Wootag’s Short-to-Long form OR the “continue watching” execution.
