YouTube will show fewer ads in ‘interruptive’ slots

Starting May 12th, YouTube says it will show fewer mid-roll ads that it thinks will interrupt sentences or action sequences, and more at “natural break points” like pauses or transitions, according to a help page on the change. The company says it’s also inserting “additional, automatic ad-slots at natural break points” into older videos with manually-placed slots, a change creators can opt out of.

YouTubers can decide to use automatically chosen ad slots instead of manual, or a mix of both. Those who prefer to keep things manual can check whether their chosen mid-roll slots “are considered interruptive” using a YouTube Studio feedback tool the company is rolling out. YouTube says that this will ensure creators are picking slots “where ads are likely to be served.”

The company says it found in an experiment last year that videos using a mix of automatic and manual ad slot placement averaged five percent more revenue than those with only manually placed slots. Creators can opt out of letting YouTube place slots for them in the Earn tab in YouTube Studio, but YouTube says “videos with interruptive mid-roll ad slots may earn less revenue” after the May change.

YouTubers will still control if they want to pick where ads are shown, but it’s not clear if doing so means they’ll risk some of those ads simply not being shown, and YouTube didn’t immediately respond to our request for clarification. The company has removed some of creators’ control over ad placement before, like with a late 2023 change that took away creators’ ability to choose when ads are skippable or whether they’re placed at the beginning or the end of a video.