Google recently announced that a new feature in the upcoming version of the standard Chrome browser will prevent video ads from automatically playing when a website loads, by default.
 
The browser will block flash-based videos that are not "central to the webpage", notably video Flash advertising and Flash animations. It should be noted that the new feature does not prevent the video ad from loading, but rather prevents the ad from playing unless the user manually chooses to play the video. Moreover, the user will be able to disable that feature through the browser preferences menu.
 
Pausing auto-playing flash video ads reflects Google's long standing efforts to improve Chrome's performance, as well as reduce the battery life consumption of laptops. However, this development may compromise viewability rates for video adverts, and accordingly, may discourage revenues generated from flash-based video advert campaigns.