If ad blocking is a cat-and-mouse game of updates and counter-updates, then Google will force the mouse to slow down.Ĭhrome's 'Manifest V3' makes dramatic changes to the Chrome extension platform. YouTube can instantly switch up its ad delivery system, but once Manifest V3 becomes mandatory, that won't be true for extension developers. In addition to hamstringing Chrome's extension platform with no real user-centric justifications, Manifest V3 will also put roadblocks up before extension updates, which will delay an extension developer's ability to quickly respond to changes. A new article from Engadget detailing the 'arms race' over ad blocking brings up an interesting point regarding the power that YouTube and Chrome have in this battle: a dramatic update advantage over the ad blockers.
Google's war on ad blockers is just gearing up, with YouTube doing its best to detect and block ad blockers and Chrome aiming to roll out the ad block-limiting Manifest V3 extension platform in June 2024.
