The extension system of google chrome makes the web browser highly adaptable and personalized. However, filtering extensions such as ad blockers make it difficult for webmasters to generate ad revenue.
To tackle this issue, google has been considering making the extension system more restricted for some time now. The internet giant will probably disallow adblockers and similar script filtering extensions from its store.
The “Manifest V3” is the new extension system that will execute the company’s plans for adblockers. The current extension system the browser operates under is the “Manifest V2“, which was scheduled to be revoked in January 2023.
But google announced that the scheduled shutdown of Manifest V2 has been postponed for an indefinite period.
Google didn’t provide a reason for the postponement of this scheduled policy change. However, it is speculated that this decision was made due to the high popularity of Adblock extensions among chrome users.
The tech Unicorn also did not give what alternate policy it will bring in the future. And one question that remains unanswered is particularly important.
How is google going to help webmasters and content creators generate ad revenue and sustain their business without banning adblockers?
There are currently hundreds of adblocking and script-filtering extensions on the chrome web store. Not only do these handy extensions allow users to block ads on websites, but they also block youtube ads. This, of course, means a huge loss of revenue for the content creators as well as the platforms.
According to this survey, “42.7% of internet users worldwide (16-64 years old) use ad-blocking tools at least once a month”. And both companies and content creators are struggling to keep their businesses sustainable.
Google, particularly has a greater responsibility for being the leader in the advertising business.