Google’s Manifest V3 Targets Ad Blockers on YouTube with Slower Extension Updates

Google has escalated its battle against ad blockers on YouTube with a significant move that could affect Chrome users. The new policy introduced in the Manifest V3 extension platform is poised to deal a potentially fatal blow to ad blockers on YouTube, particularly on the Chrome browser.

As part of its strategy to discourage users from utilizing ad blockers on YouTube, Google initially implemented measures like pausing videos with prompts to disable ad-blocking tools. Subsequently, intentional delays were introduced when loading videos, prompting users to uninstall ad blockers.

In the latest development, Google is intensifying its efforts against developers creating Chrome extensions. The Manifest V2 extension platform currently allows rapid updates for extensions, but the mandatory transition to Manifest V3 in June 2024 will impose new restrictions on the update process.

Under Manifest V3, developers must undergo a comprehensive review process for each extension update before approval and distribution to users. Ad blockers heavily rely on swift updates to counter YouTube’s alterations to its ad delivery system. The new review policy is designed to slow down the update rollout, providing YouTube with more time to adjust its algorithms and undermine ad-blocking effectiveness.

Engadget recently interviewed developers of popular Chrome ad-blocking extensions, revealing the challenges they face due to Google’s frequent adaptations. The changes to YouTube’s ad delivery system require daily, sometimes more frequent, updates to the extension’s block lists.

With the impending implementation of Manifest V3, users relying on ad blockers during regular YouTube sessions may find themselves in a challenging position. Seeking refuge in alternative browsers like Firefox, which has confirmed it won’t adopt Manifest V3, or exploring OS-level ad blockers like AdGuard, which offers a more resistant solution, could become viable alternatives.

As Google aims to persuade users to tolerate ads or opt for the premium YouTube experience, the ad-blocking landscape is undergoing significant shifts with potential ramifications for the online advertising ecosystem.