Google launches a 'masterstroke' to counter ad blockers.

According to TechSpot , the battle between YouTube and ad-blocker developers is escalating, with Google seemingly preparing to launch its most aggressive crackdown yet. Specifically, a new policy included in the upcoming Manifest V3 extension platform could block ad blockers, at least on Chrome.

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

The company's actions have proven effective, with ad-blocker developers reporting a sharp increase in uninstalls. Now, Google is directly waging war against the designers of Chrome extensions.

Google continues to take stricter action against ad blockers.

Google's Manifest V2 extension platform allows developers to update their extensions very quickly. However, when Manifest V3 officially launches in June 2024, new limitations will be introduced that could significantly slow down this update process.

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

Developers of Chrome ad-blocking extensions, such as Ghostery and uBlock Origin, are struggling due to Google's frequent changes to how ads are delivered on YouTube. These frequent changes require developers to adjust their ad filters daily, posing challenges in maintaining ad-blocking performance for their extensions.

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

Although Mozilla has committed to not requiring Manifest V3 on Firefox, Google believes that more users will choose to display ads or pay a monthly fee for YouTube Premium in the future.

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