Let’s face it: Google has never been a fan of ad blocking. The “Big G” first went on the warpath against ad blockers about 10 years ago: that included a
mass purge of ad blockers from the Google Play Store in 2013-2014, changes to developer policies to specifically
target ad blockers in 2016, and most recently, Google-owned YouTube launching a
crackdown on ad blocking users. The reason for this long-running tug-of-war is that Google is not only the maker of the world’s most popular browser, Chrome, and a long list of other services used daily by billions of users, but first and foremost it is an ad tech giant. The lion’s share of Google’s profits, about 80%,
comes from online advertising.
Google’s sneaky proposal
Now it looks like instead of trying to ban ad blockers outright, Google has taken a more roundabout approach. A group of Google engineers have proposed an API called Web Environment Integrity. Its stated goal is to make the Web safer by letting websites verify that the devices and apps that visit them are safe and genuine in such a way so as not to facilitate fingerprinting and infringe on users’ privacy.