YouTube Experiments With Server-Side, Ad-Injection Technique For Videos To Beat Ad Blockers

YouTube video

On the web and apps, Google is able to follow users around whenever they're online.

With this ability, the company can profile users, and understand their habits and interest, which in turn allows it to target them with ads that are the most relevant to them, driving increased clicks and interactions. The thing is, not everyone likes ads, and not everyone loves Google's stalking abilities.

Because of this, many internet users rely on what's called "ad blockers," which essentially stop ad scripts from running, thus preventing ads from showing up.

Google, which earns most of its money from showing ads, doesn't like this at all.

And in a massive crackdown on ad blockers on YouTube, Google is making it clear, that people using ad blocks don't belong on YouTube.

YouTube tested a way to stop its video players from playing videos after three plays for users who use ad blockers.

The streaming giant also purposefully make loading a lot slower to those who use ad blockers.

If the "ad-block apocalypse" is not harsh enough, this time YouTube is ramping up its effort.

YouTube is intensifying its fight against ad blockers by integrating ads directly into video streams.

Typically, a YouTube video will play and then YouTube pauses the video to run an advertisement.

Ad blockers can generally bypass the ad by blocking JavaScript that YouTube uses to inject the ads.

By injecting ads right inside videos, the ads is embedded directly into video streams.

What this means, users are fed with one continuous stream of video with the ad included, thus bypassing the ad blocker.

YouTube's move was first announced by SponsorBlock, a crowdsourced browser extension for skipping sponsor segments in YouTube videos.

This move aims to boost revenue from non-Premium users and ensure fair compensation for creators, while promoting YouTube Premium for an ad-free experience.

Reiterating its position on third-party app usage, YouTube pledged to take necessary actions to protect its platform, creators, and audience.

The company stressed that third-party apps must comply with its API Services Terms of Service to maintain access.

And here, YouTube asserts that ad-blocking software, typically browser extensions, is a violation to its API services' terms of service.

"YouTube is improving its performance and reliability in serving both organic and ad video content. This update may result in suboptimal viewing experiences for viewers with ad blockers installed," said YouTube in a statement, confirming the test.

"Ad blockers violate YouTube’s Terms of Service, and we've been urging viewers for some time to support their favorite creators and allow ads on YouTube or try YouTube Premium for an ad-free experience."