This is How Google Chrome Fights Ad Blocker

Since some time ago, Google Chrome has made major changes by introducing Manifest V3, a new policy that affects the function of the Ad Blocker extension. For users who rely on this extension to maintain privacy and avoid ads, these changes raise concerns. Ghostery, a company known for its ad-blocker products, along with its tech experts, provides an idea of how these changes could have a major impact on the ad blocker industry.

What is Manifest V3?

Manifest v3 is an update issued by Google for extensions in Chrome that provides stricter restrictions on extension access to some of the browser’s core functions, especially at the network layer. This means that ad blockers like Ublock Origin, which is very popular, will not work in Chrome or Chromium-based browsers in the near future. This change certainly invites many questions from users, developers, to technology observers. Is this change aimed at protecting users, or is it protecting the interests of Google’s advertising business?

Why is Manifest V3 a problem?

According to Krzysztof Modras, director of engineering and products at Ghostery, the most significant change from Manifest V3 is the prohibition of access to extensions to the browser’s network layer. This has an impact on reducing the ability of device protection directly from threats, so innovation in terms of privacy is also limited. Extensions can no longer modify or block network requests as they did before.

Jean-Paul Schmetz, CEO of Ghostery, also added that Google said the change was aimed at increasing privacy, but this is not the case. Extensions that comply with Manifest V3 must request permission to access each website, which risks making users accustomed to giving permission without consideration, making it more vulnerable to malicious actions from irresponsible extensions.

IMPACT FOR AD BLOCKER

Besides being able to no longer modify network requests, Manifest V3 also introduces new limitations in terms of static and dynamic rules that complicate the update list of ad blocks. As a result, users may see ads longer because the list updates are slower than the previous version, Manifest v2.

Meanwhile, Schmetz argues that Google sees extensions that users can install as a barrier to the Chrome platform, especially from the point of view of ads and user data. When Chrome was launched in 2008, support for extensions became an important feature, especially to compete with Firefox which was then the main choice. But now, with Chrome’s dominant position as the world’s most popular browser with a market share of 65%, the extension seems to be starting to be considered a threat, no longer as a plus.

Does Google intentionally hinder Ad Blocker?

The main question that arises in the minds of many people is whether these changes are deliberately made to protect the interests of Google ads. However, according to Schmetz, an organization as big as Google may be too complicated to make such a decision directly. He said that the main purpose of this change is to make Chrome more predictable and stable as a platform, given the important role of Chrome in the Google business ecosystem.

Modras adds a technical context that reinforces this view. He explained that although Google will never openly admit that this change is to protect its advertising business, they may say that banning add-ons that modify network layers will make Chrome faster, which is certainly a more acceptable reason for the public.

Alternative Solutions for Ad Blocker

Many users are starting to wonder if there is an alternative solution to still be able to block ads in the era of Manifest v3. Ghostery, for example, has adapted to these changes and still provides adequate privacy protection for Chrome users. However, they also advise users who want full protection to switch to a browser like Firefox, which has not implemented strict restrictions like in Chrome.

As for other methods such as using a VPN or OS-based ad blocker tool, Moras explained that these tools will not be able to distinguish between sites that present complete pages or only ads, especially with traffic that has been encrypted by modern browsers. Therefore, the browser extension remains the only effective solution for blocking ads and trackers.

Firefox: Best Friend of Ad Blocker Users?

In discussions with Ghostery, Schmetz firmly advised users to switch from Chrome and consider Firefox as an alternative. Firefox is the only major browser that is unaffected by changes to the Manifest v3 and allows Ad Blocker to keep it functioning as usual. In addition, Ghostery Private Browser, which is also based on Firefox, still provides maximum privacy protection.

Schmetz said that, “If we speak informally, I will try to convince you that Firefox is your best friend. In the future, maybe only Firefox will allow ad blockers to fully function.”

Business Behind Ad Blocker

It should be noted that Ghostery is a private company that provides various privacy tools, including ad blockers. Previously, they offered a suite of privacy products at a price of $4.99 per month (about 80 thousand rupiah), but now they are turning to a donation model. Of course, this shows that behind every extension, including ad blockers, there is always a business interest that supports it.

Ublock Origin, one of the most popular ad blockers, takes a different approach. As an open-source project, Ublock Origin Lite was designed to be deliberately adhering to Google’s rules, but with far more functionality than the original version. This shows that even with full compliance with the Manifest v3, the ability to block ads will be much reduced, especially on big sites like YouTube.

The future of browsers and ad blockers

With the dominance of Chrome in the browser market, is there a possibility of big changes in the future? According to Schmetz, “Awareness of the great power that Google has is increasing. Google has more power than many governments, because its users are spread all over the world.”

Google’s dominance in the browser, search, and advertising fields is indeed a concern. It is possible that in the future, pressure from governments or regulatory bodies in various countries could force Google to limit its influence in the industry. However, until that time comes, users who want privacy and freedom from ads must look for alternative solutions outside the Chrome ecosystem, such as using Firefox or Brave, which focus more on user privacy.

Conclusion

The changes brought by Manifest V3 are definitely a significant step that affects how the Ad Blocker extension works, especially in Chrome. For users who are concerned with privacy and freedom from advertising, these changes pose a big challenge. However, the solution remains, either by looking for extensions that comply with Manifest v3, or switching to another browser such as Firefox that supports the Ad Blocker ecosystem more.

With Chrome’s dominant position in the market, users must be more critical and smarter in choosing the tools and platforms they use to surf the internet, in order to maintain privacy and a better online experience.