According to 9to5Google , online video sharing giant YouTube is testing a new tactic to deal with ad blockers, whereby the platform will insert ads directly into videos from the server side.

YouTube is testing the method, according to the developer of SponsorBlock, an ad-blocking extension. If successful, the ads would become a seamless part of the video, rendering traditional ad blockers ineffective.

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This is the latest move in YouTube’s efforts to stop users from using methods to avoid ads. The platform has previously targeted browser extensions and third-party apps that offer similar functionality.

However, the new method also causes some difficulties for users when the video timestamp is affected by the inserted ads.

Currently, server-side ad insertion is still in the testing phase and has not been widely deployed. YouTube has not made an official comment on this issue.

Still, the move shows YouTube is increasingly aggressive in protecting its advertising revenue, while raising questions about user experience and the balance between advertising and content on the platform.