Google Plans to Integrate Ads Directly into YouTube Videos to Bypass Ad Blockers

Google continues its battle against ad blockers on YouTube by planning to implement server-side ads. According to the developer of SponsorBlock, a tool that helps block sponsored segments within YouTube videos, Google is working on embedding ads directly into the videos themselves. The developer has published a FAQ about this new “experiment” with YouTube and how it will affect SponsorBlock and other ad blockers.

Currently, online video streaming uses a “playlist” of video segments, each encoded separately, which can be easily swapped or combined. This also allows ad blockers to ignore specific segments.

The developer notes that the new measure might not be very effective, as YouTube videos will still include ad durations, allowing ad blockers to use timestamps to block such content.

However, this change will complicate the situation. The developer of SponsorBlock suggests that tools will need to be enhanced to identify exactly where the ads are placed.

Previously, YouTube added a new feature that made it more difficult to watch content with an ad blocker enabled. The platform now skips the video to the end.

In October 2023, YouTube intensified its efforts against ad blockers. Users reported widespread issues with video playback on devices with AdBlock or similar tools enabled. The platform displays a warning, requiring users to disable the ad blocker, add YouTube to its “whitelist,” or subscribe to YouTube Premium.

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