Column Google makes its money from being the world's middle man for online advertising. It's kind of a tech company too, but in a good-enough sort of way rather than the "hey, we invented the transistor" sort of way. It doesn't do anything nobody else can do, except leverage its search dominance into advertising dominance.
No surprise, then, that the company is ambivalent about ad blocking. In its new Manifest v3 plug-in architecture and its recent server-side tagging moves, it's taking control away from us and limiting what we can see – and therefore deny – of its ad delivery and analytics machinery.
It can't do this too quickly because it understands the political dangers, but you can bet that the giant's kitchens have pots full of frogs on a low heat.
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