I wrote not that long ago that the only way for publishers to fight back against ad blockers was to block the blockers. Per Business Insider, Google has come to the this same conclusion, and they’re now removing the skip option in TrueView ads for people using ad blockers.
If someone wants to view a YouTube video and has an ad blocker, they’re forced to watch the full video ad, irrespective of how long it is. This apparently only works right now if someone is using Chrome, so presumably ad blockers still work with Mozilla on YouTube.
Unsurprisingly, and also as I predicted, this has gotten people’s danders way, way up. If you read the comments in the article – never recommended, but I did anyway – a solid portion of the people are having kittens and are basically questioning whether Google’s parents were married at the time of its conception. A few people pointed out that Google and other publishers subsist on ads and that they’re the price of free content, but they were generally shouted at incoherently.
The fact is that many high profile YouTube content creators rely on the site for money, and ad blockers are taking it out of their hands. It’s one thing to think that Google, as a giant money sucking company, can afford to miss a few dollars in ad revenue; it’s another to make it hard for someone to pay their bills. However, many ad blocker users don’t care, which is why Google is making ad blockers not only ineffective but providing a worse experience for people who install them.
Ad creators and publishers keep acting dumb
On the other end of the spectrum, publishers still have their heads up their rear about why people are installing ad blockers. The Wall Street Journal recently published an article about out-streaming video, which are the videos that pop up in the middle of an article. Publishers believe they’re the great hope for getting ad dollars to roll in, in spite of the fact that they are a horrid blight upon the mobile web.
Out-streaming videos literally interrupt you in the middle of what you’re doing, and they can be difficult to get to close. Further, since they minimize when you scroll past them but pop up again if they’re in range, you’re ending up fighting the layout if you just want to read the article you’re on a page to see. I would rather have a popover ad than deal with out-streaming video because at least you can close a popover.
How anyone can think that jumping in the middle of what someone is doing and then making it a struggle to work around is going to do anything but send people running towards anything that will stop it from happening is beyond me. Although I tend to side with publishers because I understand that they need revenue, they’re really not helping their cause by creating the worst user experiences possible.