Twitch is running a PSA for people using ad-blockers on the site, and nobody’s happy

Ads are important on Twitch in the same way they’re important on any website that relies on advertisers for revenue. (Hello from Vox Media.) But it is a war. Ad-blockers keep websites ad-free, and then the sites themselves innovate around the blockers. Escalation is the norm.

It’s also the background for the current ad-based controversy on the streaming site. Twitch pushed an update that broke uBlock, a popular ad-blocker. UBlock users were suddenly greeted with a pop-up noting that they may be using a third-party tool or browser extension that “is impacting site performance” every 10 or 20 minutes — a little like a site-triggered midroll ad.

A spokesperson from Twitch told me that users were getting that specific pop-up because the tool they’re using is manipulating the site code. This person stressed that the midroll experiment was over and added that Twitch hadn’t actually changed the overall ad density

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