YouTube Delivers Unskippable Ads To Ad Blocker Users (Again)

YouTube watchers who’ve long relied on ad blockers to dodge the endless barrage of ads may have noticed something unsettling recently: unskippable ads that last not seconds but minutes, and in some reported cases, hours.

Yes, you read that correctly. On Reddit, a user posted a screenshot of a 58-minute unskippable ad, prompting an avalanche of responses from others sharing their own experiences. Claims include ads lasting several minutes to a jaw-dropping 90 hours — though that last one remains unverified.

So, what’s going on? Is this a bug? A rogue advertiser testing the limits? Unfortunately for viewers, it’s neither. Google has confirmed that this is intentional.

In a statement to Android Authority, Google explained:

In short: YouTube is fighting back against ad blocking users, not by blocking access (as has happened before), but by making their lives actively unpleasant (also happened before in numerous guises).

These marathon ads are part of a broader and ongoing strategy to identify users who rely on ad blockers and aggressively convince them to reconsider.

YouTube is likely losing billions of dollars annually to ad blockers, so do not expect them to give up the fight soon. The rollout of Manifest V3 (huge Chrome extension update) will give them an enduring advantage.

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