Back in January, Google sent shockwaves through the digital world by announcing that future versions of Chrome would effectively break the functionality and capabilities of ad blocking extensions. However, as Catalin Cimpanu of ZDNet reports, it appears that Google is now ready to walk back this bold move in the face of allegations which posit that the company lied about the impact of these extensions on end user performance.
Naturally, calling out Google and claiming that this tech titan fabricated data in an effort to bolster its own bottom line (which is heavily tied to showing ads to the public) is quite a big hammer to swing. Even so, Cimpanu notes that the team from Ghostery has done just that in a convincing manner via an eye-popping new report.
As you may remember from our previous post on the subject, the Chrome development team announced a series of sweeping changes to future builds of the web's favorite browser after declaring that ad blockers and similar extensions severely damper the experience of the person on the other side of the screen. While this sounded convincing initially, the skeptics over at Ghostery commenced a deep dive into the performance of ad blockers on Chrome and found that these add-ons had a sub-millisecond impact on network requests. In other words, it appears that offering up a death sentence for ad blockers was not a decision built around performance.
The end result? After being called out by the Ghostery crew, it only took a few hours for the Chrome team to backtrack on this planned update and concede that ad blockers are not in fact a detriment to the average browsing experience.
Was the now defunct decision to send ad blockers by the wayside a move built exclusively to bolster Google's online advertising empire? What else did Ghostery and other organizations find after digging into the claims and stats offered up by the Chrome team? To answer these questions, and learn even more about the report that caused Google to reconsider its stance on ad-blocking extensions and the future of Chrome, be sure to check out the complete story from Cimpanu and the rest of the team over at ZDNet by clicking on the link we've provided down below.