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Reading: YouTube Launches “Global Effort” To Block Ad Blockers Entirely
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B&T > Technology > YouTube Launches “Global Effort” To Block Ad Blockers Entirely
Technology

YouTube Launches “Global Effort” To Block Ad Blockers Entirely

Tom Fogden
Published on: 1st November 2023 at 11:44 AM
Tom Fogden
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YouTube has had a problem with ad blockers for a while — no great surprise there. However, following a test in June, the firm seems to be rolling out a new ad block detection system that prevents users from accessing videos entirely.

Users are now told that using an ad blocker contravenes YouTube’s terms of service and are presented with a black screen in place of a video. In order to see the video, users are directed to either allow YouTube Ads or try YouTube Premium.

The notice also states that “Ads allow YouTube to be used by billions worldwide” and that “You can go ad-free with YouTube Premium, and creators can still get paid from your subscription”.

YouTube has been adapting its advertising formats recently, adding a new unskippable 30-second format to its Connected TV offering, for example. This new “global effort,” according to YouTube communications manager Christopher Lawton in a statement provided to The Verge, may very well be part of a plan to get users to sign up for YouTube Premium.

Lead image credit: The Verge.

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Tom Fogden
By Tom Fogden
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Tom is B&T's editor and covers everything that helps brands connect with customers and the agencies and brands behind the work. He'll also take any opportunity to grab a mic and get in front of the camera. Before joining B&T, Tom spent many long years in dreary London covering technology for Which? and Tech.co, the automotive industry for Auto Futures and occasionally moonlighting as a music journalist for Notion and Euphoria.

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