Twitch introduces SureStream for video ad delivery that can bypass ad blockers

Twitch is taking control of the video ad delivery process on its streams with the gradual roll out of a new technology called SureStream. The move is designed to help viewers, streamers and advertisers. The changes users will see after the rollout of SureStream is that the inserted advertising videos will play back more smoothly, with less buffering, and switch faster to the gaming video stream being viewed. The problem of video ads having a higher volume than the regular stream is being solved. Using SureStream will allow Twitch to remove problematic ads faster. Partnered streamers will have more opportunities to earn revenue from advertising, and a subscription gets more valuable because it offers an ad free experience. Twitch becomes a more attractive platform for advertisers after the rollout, with their ads now having a broader reach. Using the technology allows Twitch to get more advertisements past ad blockers. Users on Twitch can use ad blocking software to gain an ad free experience on the site, for free. SureStream reduces the effectiveness of ad blockers. Twitch says that as a company it is agnostic to the use of Ad Blockers. Ads are a way to support the site and the content creators, and Twitch will continue to improve the experience for its viewers using the SureStream technology. Users who opt to pay for Twitch Prime or Twitch Turbo will get an ad free experience as part of the subscription package.