Ads are a part of life now, and they permeate our internet experience. This is especially true for people who use YouTube for free. Users are subject to the obligatory 15-second unskippable ads, but how about an ad as long as The Lord Of The Ring: Fellowship Of The Ring?

Users with ad blockers are reporting seeing hourslong unskippable ads. Google has denied reports that it’s serving unskippable ads that last for minutes or even hours to some YouTube users who have ad blockers enabled,

Google is getting sick and tired of YouTube watchers who use ad blockers, and — no surprise — the company is stepping it up in an effort to extract (reclaim?) even more ad revenue from users. On Reddit,