Google launches 'secret weapon' to counter ad blockers

According to TechSpot , the war between YouTube and ad blocker developers is still getting fiercer, as Google seems to be about to launch its boldest crackdown yet. Specifically, a new policy included in the upcoming Manifest V3 extension platform could stop ad blockers, at least on Chrome.

To discourage users from using ad blockers on YouTube, Google started by pausing videos and showing a prompt to turn off ad blocking. Then the company intentionally slowed down video loading if it detected a blocker.

The company's moves have paid off, with ad blocker developers reporting a surge in uninstalls. Now, Google is taking the fight directly to Chrome extension designers.

Google continues to take a tougher stance on ad blockers

Google's Manifest V2 extension platform allows developers to update their extensions very quickly. However, when Manifest V3 goes live in June 2024, there will be new restrictions that may make this update process much slower.

As a result, future extension updates will have to go through a full review process before being approved and sent to users. Ad blockers rely on rapid updates to counter changes to YouTube's ad delivery system. The new review process will slow down the rollout of updates, giving YouTube time to adjust its algorithms, making ad blocking efforts less effective.

Developers of Chrome ad-blocking extensions, like Ghostery and uBlock Origin, are struggling because Google frequently changes how it serves ads on YouTube. These frequent changes require developers to adjust their ad filters daily, making it challenging for extensions to maintain ad-blocking performance.

And the new review policy for Manifest V3 means it may take longer for these filters to update. Google may be intentionally slowing down the review process for extensions, allowing YouTube to get ahead of them.

While Mozilla has pledged not to require Manifest V3 on Firefox, Google believes more users will opt to display ads or pay a monthly fee for YouTube Premium in the future.

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