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The developer of the SponsorBlock extension, designed to skip sponsored video fragments, stated that YouTube is experimenting with server-side advertising integration.
This should mean that ads are now part of the video that is streamed to your device, rather than being delivered separately to the web or mobile client. The current approach allows ad blockers to intercept ad blockers and limit ad serving. In the future, advertising will not be distinguishable from video, because it will be an integral part of it, and not a separate element.
In the case of SponsorBlock, this means that “all timestamps are shifted to the time of the ad.”
Server-side ad integration will be a significant challenge for full ad blockers, which YouTube has been cracking down on in a variety of ways since last year. After browser extensions, Google is targeting third-party clients that are popular on mobile devices.
Last June, the platform limited views to three videos for users using an ad blocker, began slowing down the entire site quite aggressively in November, and then tightened the restrictions on more users. The situation changes if the blocker is turned off. As always, users are encouraged to subscribe to YouTube Premium for ad-free service and other benefits. An individual YouTube Premium subscription in Ukraine costs 99 UAH per month (student 59 UAH), while a YouTube Premium family plan for 6 people costs 149 UAH per month.
This new feature is still being tested, and some users are already experiencing problems. However, it has not yet become widespread.
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