YouTube has begun testing ads that interrupt videos at the most interesting moment.

The YouTube platform has begun testing a new advertising format that has already caused a wave of indignation online. We are talking about the Peak Points system – it inserts advertising inserts right into the climax of the video, deliberately choosing the most intense and exciting moments. This approach, according to the company, should increase the effectiveness of advertising due to the fact that viewers will be forced to wait until it ends to find out how the story ends.

The algorithm is based on the Gemini neural network, which analyzes the structure of videos and determines peak points of interest. Previously, YouTube placed advertising mainly in less intense parts of the video so as not to irritate users, but now the strategy has changed. According to the company’s internal research, this method increases engagement and, as a result, potentially stimulates sales.

The audience reaction was predictably negative – users have already dubbed the new scheme “the most annoying advertising” and are massively demanding that it be abandoned. At the same time, it remains unclear whether it will be possible to turn off the interruption at the peak with a paid subscription or other options.