YouTube is testing new technology against ad blockers

YouTube is now apparently inserting ads directly into the video stream to bypass ad blockers. This is reported by SponsorBlock, which developed a browser extension for evaluating and processing YouTube videos and noticed the changes in the video stream on YouTube.

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In conversation with BleepingComputer SponsorBlock believes that the new technology will impair the effectiveness of most ad blockers for YouTube. The company itself says it is in the process of optimizing its own programs.

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Server-side ad display

Until now, YouTube loads and displays ads on the client side, with JavaScript scripts and the video player running locally on the user. The video stream and ads are separate, and the player pauses the content to play ads at specific points. Most ad blockers disable YouTube ads by blocking JavaScript scripts that otherwise enable ads in the video stream.

Server-side ad injection, which is now being tested by YouTube, integrates advertising directly into the video stream before the content is delivered to the viewer. Users receive a continuous stream with already integrated ads, although traditional algorithms can no longer distinguish the ad part from the rest of the content.

SponsorBlock explains that YouTube streams videos in a series of short video segments or “chunks” that, when put together, look like one continuous video. A manifest file determines the order in which these chunks are played. When a user clicks on a video, the YouTube server sends a playlist that includes both the content and the ad units.

But asked by BleepingcomputerOn what strategy YouTube and Google are adopting in the field of ad streaming, a Google spokesperson said, “YouTube is improving its performance and reliability in the delivery of organic and advertising video content. The described update may make the situation worse. Display for viewers with an ad blocker installed violates YouTube’s Terms of Service, and we are urging viewers to allow ads on YouTube or try YouTube Premium for an ad-free experience.”

(US)