Google is supposed to detail how the server-side advertisement embedding works, but it requires changes to YouTube’s core video delivery infrastructure.

YouTube is testing to embed ads directly into videos. This approach engrafts ads into the core video file itself, making them indistinguishable from content for client software and extensions that try to filter out advertisements.

Embedding ads directly into video streams will have an advertiser’s ads mirror the look of the content, effectively bypassing ad blockers and enhancing the visibility and effectiveness of advertising campaigns.

According to the reports, SponsorBlock, a crowdsourced extension to skip sponsored segments, said on X that YouTube is “experimenting with server-side ad injection.” This offsets all timestamps submitted to SponsorBlock, as ads become embedded into the actual videos.

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To prevent bad data, SponsorBlock is temporarily rejecting submissions from users blocking the embedded ads. YouTube’s latest technical manoeuvre is part of its broader crackdown on ad-blocking over the past year. It first targeted browser ad-blockers; then third-party YouTube apps popular on mobile which aim to protect YouTube’s key revenue generated through advertisements. “Users are encouraged to subscribe to YouTube Premium,” Google suggests, offering an ad-free paid level.

Google is supposed to detail how the server-side advertisement embedding works, but it requires changes to YouTube’s core video delivery infrastructure. The engrafted ad test is still limited but expected to elaborate as YouTube aims to make ad-blocking tools idle.

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