Our goal is to help publishers monetize their content and build sustainable businesses through advertising products that allow sites to load as fast as possible to minimize impact to user experience.

Almost two years ago, our compression team announced a new compression algorithm called Brotli. Today, we are happy to announce that the Brotli compression algorithm is now being used to compress Google Display Ads whenever possible. In our experiments, we see data savings of 15% in aggregate over standard gzip compression, and in some instances, a savings of over 40%! This reduces the amount of data sent to end users by tens of thousands of gigabytes every day! This also results in faster page loads and less battery consumption.

We hope results like this will encourage wider adoption and will advance web standards such as Brotli compression.