ube intensifies its crackdown on ad-blockers //
YouTube is stepping up its crackdown on ad blockers.
According to reports, the platform is sending more aggressive prompts to users who have ad-blockers activated. These prompts warn them to “Allow YouTube Ads” or subscribe YouTube Premium. The notification can appear in the place of videos, or as a popping-up window when videos are being played full screen.
The platform will block video playback if the viewer does not comply after three attempts.
Why we care. Advertisers can expect to see their ads reach a wider audience. It’s important to remember that ad-sending to people with no interest is unlikely to yield good results as they are less likely to become customers.
What is the prompt? It reads:
- “Adblockers violate YouTube Terms of Service.”
- It looks like you are using an ad blocker. The video playback will be blocked unless YouTube has been allowedlisted or ad blocking is disabled. :
- “Ads enable YouTube to be used by millions of people worldwide without charge. :
- You can enjoy ad-free YouTube Premium and the creators will still receive a portion of your subscription. :
Here is a screenshot.
Why Now? YouTube is taking additional measures to combat ad-blockers in order to compensate its content creators for their hard work. YouTube’s ad supported model supports a diversity of creators and gives billions of people worldwide access to free content with ads, the company stated in a press release.
What is the cost of YouTube Premium? In the US, YouTube Premium costs $13.99 per month. The price has increased 17% since June, when it was $11.99.
What did YouTube say? Oluwa Falowodun, Google’s spokesperson, told the Verge earlier in a press release:
- We want to let viewers know that adblockers are against YouTube’s . This will make it easier for users to accept ads on YouTube, or to try YouTube Premium to enjoy an ad-free experience.
- Other publishers ask their viewers to disable adblockers regularly.
- We take the issue of disabling YouTube playback seriously. Playback will be disabled only if users ignore repeated requests for YouTube ads.
- If viewers believe they were falsely flagged for using an ad-blocker, they may share their feedback by clicking the link provided in the prompt.
A deep dive. Read the entire discussion in Reddit, or the YouTube ad policies on the YouTube advertising hub to learn more.
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