YouTube is escalating its war on ad blockers. While it ran a localized and experimental campaign in June, the Google-owned company recently confirmed to the Verge that it has since “launched a global effort” to either discourage users from running ad blockers on its free-to-use platform or prompt them to buy into its ad-free YouTube Premium.

Alphabet, Google’s parent company, generates revenue primarily from ads. YouTube ads accounted for just under $8 billion (roughly 13%) of Google’s advertising revenue in the third quarter of 2023, according to an Oct. 24 earnings release. YouTube Premium and YouTube TV appear at best to be supplemental.

Keen to protect its advertising revenue stream, which dropped in the two previous quarters, the company is working to ensure that ads are being played even if they are not being watched.