by Google
YouTube is changing the way it monetizes videos again, introducing new policies for mid-roll ads. These changes, which will go into effect May 12, 2025, are designed to improve the viewer experience. If you're a YouTube creator who cares about monetizing your content, it's important to know how these changes will affect your videos and what you can do to get the most out of them.
How does ad serving work?
You've probably noticed that when you watch videos on YouTube, you sometimes see more ads and sometimes fewer. YouTube uses a complex algorithm to display ads in videos, which takes into account several factors. Before we move on to changes in ad settings, we will explain a few reasons why the number of ads may change:
1. Video length and ad placement - shorter videos (under 8 minutes) do not have mid-roll ads, i.e. ads in the middle of the video. You usually only see pre-roll ads in them, i.e. at the beginning of the video and post-roll ads, i.e. at the end of the video. Longer videos (over 8 minutes) also contain ads in the middle of the video.
2. Video creator settings - the video creator can also manually choose how many ads to place in their video. Some add ads only at the beginning and end, some every 5 minutes, and some add them every minute (no, you won't see all of them, so they don't have to). If the creator allows automatic ad placement, YouTube decides how many and where to place them. 
3. Personalization and your viewer profile - YouTube, like any other social network, analyzes your behavior. If you often skip ads, it may show you fewer of them, and conversely, if you often watch them, it may show you more. YouTube also takes your interests into account, so it will show you a specific ad if it evaluates that you are an ideal viewer for it. And you may have also noticed that if you have not watched a video for a long time, you are shown many more ads than if you watch videos regularly.
4. Ad demand at a given time - advertisers buy ad space, so you'll see more ads during Black Friday or Christmas, for example. The number of ads you see depends on a combination of your viewing habits, creator settings, ad demand, and YouTube's algorithm. That's why sometimes you'll see a lot of ads, and other times just a few.
What's changing?
Previously, as a creator in the YouTube Partner Program, you had the option to manually place ads in the middle of videos longer than 8 minutes. However, the new rules bring several key changes:
1. Automatic ad placement - YouTube will automatically insert ads at natural breaks in the video, such as pauses between scenes, a break in your narration, or a change in music.
2. Update older videos - videos you uploaded before February 24, 2025 that already contain manually placed ads will be updated to include ads based on the new policies.
3. Manual control option - you can still set your ads manually, but if you place them in an inappropriate place, for example in the middle of a sentence, YouTube may reject such an ad and this may have a negative impact on your earnings.
4. New feedback tool - YouTube will flag ads that are too intrusive so you can move them to a more natural place. 
Benefits of the new system
The changes are intended to improve the experience for the viewer while increasing the effectiveness of the ads. The main benefits include:
Better viewing experience, as ads will not interrupt dialogue or action scenes, reducing the likelihood of viewers abandoning the video.
Higher earnings for creators. According to tests, YouTube channels that combined manual and automatic ads saw an average of 5% higher earnings.
Simplified ad management. YouTube will ensure that ads are placed at natural breaks, saving creators time on manually setting them.
Automatic adjustment of older videos. Videos with manually set ads will be optimized according to the new rules without the need for manual adjustments.
Disadvantages and potential risks
While YouTube claims that these changes are beneficial for creators, they can also bring negatives:
Less control for creators. If YouTube decides that manually placed ads are inappropriate, it can move or ignore them.
Revenue reduction for manually placed ads. If a creator places ads in inappropriate places, ads may not appear, leading to lower revenue.
Limited transparency. It is unclear how YouTube evaluates "natural breaks" and what algorithm decides on ad placement. Like any algorithm, this one can make mistakes, but we believe it will continue to improve and evolve.
Risk of a bad user experience. If YouTube incorrectly identifies appropriate breaks, it can lead to illogical interruptions in the video and discourage viewers.
YouTube is trying to find a balance between a better experience for viewers and more effective monetization for creators. The new mid-roll ad policy may bring in more revenue, but it also reduces creators' control over ad breaks.
