YouTube is conducting a global experiment to deter ad-blockers, according to a Reddit user who shared a screenshot of the new pop-up. The message appeared on YouTube, which stated that ad-blockers are no longer allowed on the website. Users had to choose between disabling the ad-blocker or purchasing a subscription to YouTube Premium to watch videos. It is unclear how far-reaching this experiment is and whether YouTube plans to implement these changes permanently. Google has confirmed that the company is conducting several advertising tests, but this does not guarantee that the new method will be implemented.
Google has been at odds with ad-blocking software for several years, banning ad-blockers from its Play Store in early 2016. Google has attempted other ways to ensure that users see commercials, such as last year’s ban of Android VPN apps that didn’t use the VPN service API and the takedown of YouTube Vanced. The company has also been working on the third version of its Manifest API, which could prevent privacy tools such as uBlock Origin from working.
Unfortunately, YouTube ads can be intrusive, with some users reporting up to 10 unskippable advertisements back-to-back on certain videos. Last year, a YouTube spokesperson confirmed that the unskippable advertisements were part of an experiment. If implemented, the ad-blocker detector could lead to a cat-and-mouse game, with developers finding ways to circumvent YouTube’s measures and the platform implementing stricter technology in response.
The FBI even recommends ad-blockers to deter intrusive advertising online. It remains to be seen whether this experiment will become a permanent fixture on YouTube, but it is clear that the company is still grappling with how to manage its advertising efforts in a way that satisfies its users and advertisers alike.
