YouTube continues to fight ad blocking. This week, the ad blocker SponsorBlock reported that the video service is testing server-side ad insertion among some users.

The ads are embedded in the video itself before it reaches your device. This differs from client-side ad insertion, where ads and content are delivered separately. This approach makes it harder for ad blockers to detect and block ads.

"This disrupts SponsorBlock, as all timestamps are shifted relative to the ad display time," said SponsorBlock.

A representative from Google confirmed that they are testing the new functionality, stating that it "improves the service's performance and reliability". They also noted that the update could cause issues for viewers using ad blockers.

Google stated that using ad blockers "violates YouTube's terms of service". To watch videos without ads, viewers should subscribe to YouTube Premium.

This is the latest phase in an endless struggle: YouTube seeks ways to counter ad blockers, while they strive to adapt. For example, last year, the company introduced a pop-up message that prevented users from watching videos unless the ad blocker was disabled.

Krzysztof Modras, Product Director at Ghostery, added that "YouTube, being one of the world's largest publishers, continually invests in fighting ad blocking" and that it "seems to be adapting [its] methods more frequently than ever before."

In a recent newsletter from another ad blocker, AdGuard, it was mentioned that while server-side ad insertion is new for YouTube's web version, the service has already been using a similar mechanism in its mobile apps.

AdGuard stated that they remain optimistic and that a solution to block this type of ad will eventually be found. It will require collaborative efforts and innovative approaches from ad blocker developers and the ad filtering community.

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