Google has announced that it is using a compression algorithm called Brotli to reduce the size of its display ads. Compared to gzip compression, Brotli can compress files 15 percent smaller on average and up to 40 percent smaller in some cases. “This reduces the amount of data sent to end users by tens of thousands of gigabytes every day,” said Michael Burns, a Google software engineer.
As a result of Brotli, Web pages featuring Google ads load more quickly, and mobile users consume less data and battery life. The tool is part of Google’s overall efforts to make advertising more palatable to end users so they won’t use ad-blocking technology.
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