YouTube tests server-side ad injection to outsmart ad blockers

New Delhi: YouTube is testing server-side ad injection with a limited number of users to circumvent ad blockers. 

This method inserts ads into videos before they reach the device, making them harder for ad-blocking software to detect and block. As a result, timestamps are offset by the ad durations, disrupting features like sponsor block.

A Google spokesperson confirmed the test, stating it aims to improve performance and reliability in serving both organic and ad content, potentially causing suboptimal viewing experiences for users with ad blockers. 

Google reiterated that ad blockers violate YouTube’s Terms of Service and suggested YouTube Premium for an ad-free experience.

This move is part of an ongoing battle between YouTube and ad blockers. Last year, YouTube introduced a pop-up that prevented video playback unless ad blockers were disabled.

Additionally, YouTube plans to test a "Notes" feature, allowing viewers to add context and information under videos. This feature aims to reduce misinformation, clarifying content like parodies or outdated footage. The pilot will initially be available on mobile in the U.S. in English.