Google has announced that it is experimenting with a feature to limit the functionality of ad blockers on YouTube. The new feature will prevent users from activating ad blockers on YouTube. This comes days after a tipster revealed key details of the Google program. The news also coincides with the 2023 Google I/O conference.

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Tipster Sazk100 posted a screenshot of a pop-up received on YouTube which mentions that ad blockers are no longer allowed on the platform. To that effect, YouTube users with ad blockers activated will not be allowed to watch content on YouTube. The leak also pointed out that users can also subscribe to YouTube Premium which provides ads removing capability together with several premium offerings.

There are hints that the current ads blocker program is a small experiment but it could have far-reaching implications. It says it is running a small experiment globally that notifies users with ad-blocker applications to allow users with ad blockers enabled to disable the feature. This will then allow ads to run freely on the platform.

In the alternative, users can alternatively subscribe to YouTube Premium if they want to continue to retain ads blocking on the platform. YouTube ads have become increasingly intrusive over the years.

Google announces it is testing a feature that demobilizes Ad Blockers on YouTube

Last year, Google did an experiment that seemingly prevented viewers from skipping certain ads. The move is seen as a measure to shore up the trend of dwindling ad revenue. YouTube continues to draw remarkable numbers of subscribers and content creators. The revenue emanating from the social media platform has been on an upward spiral of late.

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