
Amidst the ongoing clash between YouTube and developers of ad-blocking tools, Google seems to be ramping up its efforts with a formidable strategy. A new policy integrated into the Manifest V3 extension platform could potentially upend ad blockers' effectiveness specifically on Chrome, marking a significant escalation in the battle.
Google's tactics against ad blockers on YouTube commenced with subtle disruptions, such as pausing videos and introducing delays in video loading for users with ad blockers. These tactics already led to a noticeable surge in ad blocker uninstalls, displaying some level of effectiveness. Now, Google is poised to directly confront extension developers operating on the Chrome platform.
The imminent shift to the Manifest V3 extension platform, scheduled for mandatory adoption by June 2024, brings forth a series of constraints that could substantially impede extension developers' ability to swiftly update their tools. Under the new policy, all extension updates must undergo an exhaustive review process before being greenlit and distributed to users.
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This stringent review process threatens to slow down the deployment of updates, a crucial aspect for ad blockers that continuously adapt to counter YouTube's ever-evolving ad delivery systems. By hampering the rapid rollout of updates, Google aims to provide YouTube with a window to recalibrate its algorithms, undermining the efficacy of ad-blocking attempts.
Developers of renowned ad-blocking extensions, including Ghostery and uBlock Origin, have underscored the escalating challenge. Krzysztof Modras from Ghostery highlighted Google's swift adaptation methods, emphasising the need for daily alterations to their block lists in response to YouTube's frequent changes in ad delivery systems.
uBlock Origin's statement in a recent FAQ also shed light on YouTube's active measures against ad blockers, acknowledging the regularity of script changes by YouTube, leading to brief periods where users may encounter their message before the filters get updated.
Once Manifest V3 becomes the norm, users reliant on ad blockers during their daily YouTube use may find themselves in a predicament.
Seeking refuge in alternative browsers might be an option, with Mozilla assuring users that Firefox will not adopt Manifest V3. Alternatively, users may consider employing ad blockers operating at the OS level, like AdGuard, which briefly encountered issues due to YouTube's recent changes but has proved to be relatively resilient. AdGuard's premium version unlocks YouTube ad blocking at a considerably lower cost than YouTube Premium, providing a viable choice for users seeking ad-free experiences.