And that's after months of discussion and user threats to quit Chrome if it hurts ad blockers. Google lifted an earlier proposed rules limit from 30,000 to 150,000, but some content blocking extensions say that's not enough.

Unfortunately for ad blockers, that puts limits on rules they use to probe website elements - for example, finding if an ad comes from a whitelisted internet domain. Through a policy called Manifest v3, Google's Chrome team is adding new limits to extensions, including ad blockers, in an effort to improve security, privacy and performance.

That was a notable move given that Google, in addition to making the dominant web browser, is one of the biggest online ad players and operates some of the internet's biggest online services. That's the one Google chose when looking for standards for Chrome's ad blocking policy, which began in 2018 for websites that overused ads. Its 50 members include ad technology companies, ad agencies, publishers and others in the industry.Īnother outfit, the Coalition for Better Ads, serves a similar role. In 2017, Eyeo set up the work as a nonprofit with participation from other companies involved in online advertising. 'There's a vicious cycle where ads are more and more aggressive at same time they're less and less valuable.' 2. Instead, it's that there are too many spots available for online ads. 'What's really putting the free and open web at risk is not ad blockers,' he said. Ad blocking may drive publishers toward paywalls, but Faida believes ad blocking is here to stay.

Ad block plus edge