Web Environment Integrity

Google is working on a new web API called Web Environment Integrity that will allow sites to block client applications that modify their code.

Aside from the obvious security benefits, the new API will actually allow Google and site operators to effectively combat ad blockers.

The developers claim that the collected data will be useful for advertisers to calculate ad impressions, help fight bots in social networks, protect intellectual property rights, counter cheating in web games, and improve the security of financial transactions.

Discussion of this topic online has already provoked a wave of criticism against Google, and the project has been dubbed DRM for the Internet.

The discussion on the Issues-page of the project on GitHub also concerns mainly ethical aspects of what is happening, and Google is accused of trying to become a monopoly in another area and "kill" ad blockers.