A new study reveals the actual impact of Google’s Manifest Version 3 update on the effectiveness of ad blockers.
Google’s recently released Chrome Manifest Version 3 (MV3) update sparked widespread criticism and was often labeled an “ad blocker killer.” Critics have raised concerns about Google’s influence on internet transparency and the potential consequences for user privacy. In response to this criticism, Google made significant changes to the MV3 framework, which offered some relief to ad blocker developers. A new study concludes that the update has only minimal effects on the effectiveness of ad blockers. Most ad-blocking extensions remain just as effective as before, with only minor limitations.
In December 2020, Google introduced Manifest Version 3, an update to how Chrome browser extensions function, presenting it as a strategy to enhance privacy, security, and browser performance. However, providers of ad blockers and privacy advocates warned that the update would significantly limit the ability of ad blockers to protect users from unwanted advertising and online tracking. Some critics even referred to the update as the “death of ad blockers.” These concerns were often tied to Google’s dual role as a browser provider and a leading online advertising company. To empirically verify these claims, Lazaros Papadopoulos and Karlo Lukic from Goethe University’s Faculty of Economics conducted a large-scale browser-based study. They compared the performance of ad blockers before and after the transition to MV3. The study tested four widely used ad blockers: Adblock Plus, AdGuard, Stands, and uBlock Origin. Each browser was tested in both the MV2 and MV3 versions on about 924 websites.
The results challenge the widespread assumption that the update would weaken ad blockers. Papadopoulos explains: “Our findings show that the MV3 versions of popular ad blockers continue to provide effective protection against intrusive ads and privacy-invasive trackers.” In fact, the newer versions sometimes performed even better than their Manifest Version 2 counterparts when it came to protecting against online trackers.
These findings reassure the safety concerns of millions of internet users who rely on ad blockers to protect their privacy and enjoy a cleaner browsing experience. Ad blocker providers appear to have found effective solutions to adapt to the new framework. While there may in some cases be minor differences in website appearance due to incomplete cosmetic filtering, the core ability to block ads and prevent tracking remains unchanged. The study suggests that users can continue to trust their preferred ad blockers during and after Google’s transition phase.
The study was published in the first 2026 issue of the journal Proceedings on Privacy Enhancing Technologies (PoPETs), a leading publication for privacy research.
Further Information
Lazaros Papadopoulos
Goethe University Frankfurt
Email: papadopoulos@wiwi.uni-frankfurt.de
Read the Press Release →
