Long the bane of advertisers across the web, ad blockers have made connecting with digital users in the modern area a far more complex and intricate process than it once was. However, thanks a recent bug report from Raymond Hill, the progenitor of the popular uBlock Origin Chrome extension, the concrete status of ad-blocking software as part of the modern user experience for the web's most popular browser could be radically changing once again.

According to Daniel Oberhaus of Motherboard, a new version of Chrome – set to launch later this year – will break the functionality of many ad-blocking extensions (including uBlock Origin). While this might seem like it requires nothing more than some clever tweaking from the custodians of these Chrome add-ons, Hill explains that the revocation of certain core functionalities may permanently inhibit uBlock Origin and other similar services.

So why is Google revoking access to the user controls and parameters, including the "webRequest" API, in Chrome that breathe life into ad blockers? Plenty of industry experts would have no problem pointing to the fact that the bulk of this industry titan's revenue comes from its stranglehold on the world of digital advertising and as they draw certain nefarious conclusions. However, Google insists that this change is focused entirely on shoring up security vulnerabilities in its platform. Considering that browser extensions are one of the most popular vectors of attack for hackers and malicious programs, it is hard not to see the practicality of this controversial move.

Is the shattering of the current ad blocker status quo an opportunity to rekindle a fading connection with car buyers in your local marketplace? Or will Google's latest move to bolster security serve as nothing more than a small speed bump for the constantly growing number of modern web users who seek to tune out ad content whenever possible?

To dig into the full story, and learn even more about changes to Chrome that may be just beyond the horizon, be sure to check out the complete piece from Oberhaus and Motherboard by clicking on the link down below.

Read the Full Article Here