YouTube’s server-side ad insertion complicates ad blocking efforts – Journal Global Internet

YouTube has come up with a fresh tactic to hamstring ad blockers — incorporating ads directly into the video content itself through a method called “server-side ad insertion.” This approach substantially complicates the task of ad blockers in detecting and blocking ads. However, while there is no ready solution to this problem, we are currently exploring ways to combat this new tactic, and remain optimistic about clearing this hurdle in the future.

How it started

For about a year now, YouTube has been ramping up its battle against ad blockers. Initially, it experimented with pop-up messages informing users that “ad blockers are not allowed on YouTube.” Subsequently, the Google-owned platform began testing a three-strikes policy, warning viewers that the video playback would be halted after three videos unless they disable their extensions. Some warnings even featured a countdown clock which could last up to 60 seconds, displaying to users how much time they had left to either “allow YouTube ads” or “try YouTube Premium,” before they are shown the message again.

Andrey Meshkov

Co-founder and CTO of Adguard.

How it is going: a new escalation

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YouTube’s server-side ad insertion complicates ad blocking efforts – Journal Global Internet

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