I work in ad-tech. The tech to make ads unblockable has existed for years now (server side ad insertion makes ads indistinguishable from content because they're

I work in ad-tech. The tech to make ads unblockable has existed for years now (server side ad insertion makes ads indistinguishable from content because they're delivered through the same gateway in the same video stream thus bypassing DNS/network and DOM based ad blocking). However, it's still rarely used because sufficiently capable users with advanced adblockers do not make up enough lost revenue over the increased infrastructure cost. It's been fascinating watching Google lag in this area given the amount of engineering resources, market share, and platform control they have. We in the industry theorized that they'd use their dominant market position with Chrome and Android to protect their ad business, which is why they didn't invest much in unblockable or required ads. But it appears it's not for lack of want, it seems like it's just poor execution and unexpected diminishing market share.