How to measure CPU usage of HTML5 Ads

Written by Roy
May 17, 2021 • 3 min read

As a publisher, you want to be sure ads don't consume too much CPU resources. Especially on mobile devices, ads using too many resources may drain batteries quickly.

HTML5 ads usually come with animations. The IAB recommends to use CSS transitions for animations, instead of CPU hungry JavaScript code. As a publisher, it's important to measure how much CPU an ad uses before it goes live. After all, an impeccable user experience is of interest for both publishers and advertisers.

Chrome just does't like Heavy Ads

Since a few years, Chrome may automatically unload ads that use too many device resources, like CPU and memory. This intervention is part of Google's war against ad blockers by improving the user experience in Chrome.


If an ad gets blocked, even if the user doesn't have an ad blocker installed, it's a missed opportunity for all parties involved.

Ad Validation Tool for HTML5 Ads

You can use this HTML5 ad validation tool to scan a creative and see if your ad complies with your specifications. It measures a couple of things that Ad Ops check manually when validating ads before they go live.

HTML5 Ad Validation Test Tool (

Automated Creative QA via an API

If scanning each creative takes too much time, why not automate the whole QA process? Ask the development team within your company to integrate the APIs of in your platform. Each time you receive a new creative, you'll see within seconds if it passed all QA tests, right from your own portal.

Imagine the amount of time you would save on a yearly basis.


IAB Advertising Guidelines

The Interactive Advertising Bureau has guidelines regarding the performance of HTML5 ads created with Google Web Designer or any other rich media builder. You can find them in this PDF.


Creative quality assurance is an important process to validate ads before they go live. As a publisher, you want to be sure ads are loading fast, secure and without flaws. Automated ad validation tools can help Ad Ops to save valuable time and make the QA process less boring.

External Resources