Google Chrome Changes to Ad Blockers

Overview

Google Chrome, the world's most popular browser, is undergoing changes that may affect ad blocker extensions. This change is centered around a new platform called Manifest V3.

Key Points

• Manifest V3 Introduction: Chrome and other Chromium-based browsers like Edge will require extensions to use Manifest V3.

• Privacy vs. Ad Blocking:

  • Privacy Claims: Google claims that Manifest V3 enhances user privacy by allowing ad blockers to request Chrome to remove ads instead of directly accessing web pages, reducing processing overhead for faster page loading.
  • Permission Settings: Users can deny extensions permission to view webpages, although many users tend to allow access without review.

• Remote Code Access Restriction:

  • Google aims to prevent extensions from downloading and executing malicious remote code post-installation by restricting access to such code.
  • This impacts ad blockers since they often rely on frequently updated remote code to adapt to changing ad strategies.

• Implications for Ad Blockers:

  • Code Update Delays: All code must be included in the extension package, possibly delaying necessary updates for ad blockers as they would need Chrome Web Store vetting, taking up to 3 weeks.
  • Reduced Filtering Ability: Ad blockers on V3 will have limited filtering rules, possibly rendering them less effective.

Market Impact

• Skepticism Towards Google: There is skepticism around Google's intentions, given its significant revenue from ads.
• Support for Manifest V2:
  • Firefox will continue supporting Manifest V2.
  • Chrome Web Store will offer adapted ad blockers for V3, including Ublock Origin Light, although they might not meet user expectations as effectively as previous versions.

Conclusion

While Google promotes the shift to Manifest V3 as a move towards enhancing privacy, it potentially hampers the effectiveness of ad blockers, sparking debate given Google's financial interests in online advertising. Users might need to explore alternative browsers or extensions to maintain desired ad-blocking capabilities.