The modification is intended to reimburse YouTube, a key source of advertising revenue, for revenue lost due to ad blocker use.
While YouTube has introduced options that allow certain users to bypass adverts, the company is also changing its stance on ad blockers. The business announced in an email to numerous users that it will “conduct a series of experiments that prevent the use of ad blockers on YouTube.”
Some users will be compelled to see advertising on YouTube as part of these studies by disabling ad blockers. YouTube said it wants to make sure users are “properly rewarded.”
The change is meant to reimburse YouTube, a key source of advertising revenue, for revenue lost due to ad blocker use. YouTube has taken past attempts to battle ad blockers, but it is unclear how these new tests will operate and how effective they will be.
Meanwhile, some YouTube users have stated that the usage of ad blockers has lowered ad impressions and that commercials are now running for longer periods of time. Although the new tests are intended to compensate for lost ad revenue due to ad blocker use, such a technique may lower viewers’ interest in YouTube.
