YouTube is testing a new method of embedding ads directly into video streams, a significant tactic in its ongoing battle against ad-blockers.

This server-side ad injection seamlessly integrates ads into the video file, making them indistinguishable from the actual content. This approach ensures that ad-blockers cannot filter out the ads, significantly boosting the visibility and effectiveness of ad campaigns.

The popular extension SponsorBlock, which skips sponsored segments, noted this change on social media. Ads now embedded in the video stream disrupt SponsorBlock’s functionality, leading the extension to temporarily reject new user submissions to avoid inaccurate data.

This move is part of YouTube’s broader strategy to curb ad-blocking. Initially targeting browser ad-blockers and third-party apps, YouTube aims to protect its primary revenue source from advertising.

Google encourages users to switch to YouTube Premium for an ad-free experience, subtly highlighting the increasing sophistication of YouTube’s ad delivery system. While details on the server-side ad embedding remain sparse, it undoubtedly involves significant changes to YouTube’s video infrastructure.

Currently, this embedded ad test is limited, but it is expected to expand as YouTube intensifies efforts to render ad-blocking tools ineffective.