YouTube is rolling out a new ad-insertion technique that aims to make ad blockers ineffective. This innovative approach, called server-side ad insertion, embeds ads directly into the video stream. As reported by SponsorBlock on social media, this method disrupts popular ad-blocking services by integrating ads into the core video content.

Users on platforms like Reddit have already reported encountering non-skippable ads even while using ad blockers like uBlock Origin. Some have also noticed that Google is disabling video controls, preventing users from skipping ads altogether.

Developers of browser extensions are scrambling to find a solution to this new ad distribution method, but it is unclear if they will succeed. Users have discovered that checking for the line “yt.config_.EXPERIMENT_FLAGS.html5_enable_ssap_entity_id” in their browser console can indicate if the ad-insertion experiment is active on their account.

YouTube’s ongoing battle against ad blockers has seen various measures over the years, including the shutdown of YouTube Vanced in 2022. Since then, alternatives like ReVanced and SponsorBlock have emerged, but Google’s new strategy threatens their effectiveness. This latest move could significantly challenge community-driven solutions and push more users towards subscribing to YouTube Premium for an ad-free experience.