Modras said that under Manifest V3, whenever an ad blocker wants to update its blocklist - again, something they may need to do multiple times a day - it will have to release a full update and undergo a review “which can take anywhere between few hours to even a few weeks.” Keeping pace with YouTube will likely become even more challenging next year, when Google’s Chrome browser adopts the Manifest V3 standard, which significantly limits what extensions are allowed to do. While all players in the space are innovating, some ad blockers are simply unable to keep up with these changes.” To counteract its changes to ad delivery and ad blocker detection, block lists have to be updated at minimum on a daily basis, and sometimes even more often. Now, Modras said, YouTube seems to be “adapting methods more frequently than ever before. Many of the most common ad blocking strategies, including DNS filtering (filtering for third-party domains), network filtering (which Modras described as “more selective” and better at blocking first-party requests) and cosmetic filtering (which can blocks ads without leaving ad-shaped holes in the website content) no longer work on the site. As AdGuard CTO Andrey Meshkov put it in an email, “Even when they run a test on a share of users… the number of affected people is very high.”Īt the same time, according to Ghostery’s director of product and engineering Krzysztof Modras, it’s also true that “as one of the world’s largest publishers, YouTube constantly invests in circumventing ad blocking.” And that those investments have been effective. To some extent, YouTube’s moves just get more attention because the service is so popular. ![]() ![]() It’s not that YouTube is alone in these efforts many digital publishers make similar attempts to stymie ad blockers. As noted in a blog post by the ad- and tracker-blocking company Ghostery, YouTube employs a wide variety of techniques to circumvent ad blockers, such as embedding an ad in the video itself (so the ad blocker can’t distinguish between the two), or serving ads from the same domain as the video, fooling filters that have been set up to block ads served from third-party domains.
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