Google has discovered that a small percentage of ads (0.3 percent) are using a disproportionate amount (27 percent) of the network data used by ads in Chrome. These resource-demanding ads can drain battery life, saturate already strained networks and cost money, Google wrote in a blog post. So beginning this summer, Google will cap the resources a display ad can use in Chrome in order to protect users’ batteries and data plans.

Chrome will set a threshold at 4MB of network data, 15 seconds of CPU usage in any 30-second period or 60 seconds of total CPU usage. If an ad reaches its limit before a user interacts with it, the ad frame will navigate to an error page and inform the user that the ad has used too many resources.