YouTube Lets Users Skip Pre-Roll Ads in Transition To Performance Based Ad Model
By Anna Johnson on November 12th, 2009YouTube has added a ‘skip’ button to some of its online videos, enabling viewers to skip pre-roll advertisements (i.e. the ads that play before the main video).
The initiative reflects YouTube’s aims to provide users with a better experience, encourage advertisers to supply higher qualty ads, and ultimately move towards a performance based advertising model.
As quoted in ClickZ, YouTube Product Manager Phil Farhi indicated that the addition of the skip button would give YouTube a better idea of the quality of its current ad inventory:
“We want to learn who skips, which ads they skip, when do they get skipped, and how can we use that skip as a quality signal.”
Source: Zachary Rodgers, “YouTube Adds ‘Skip’ Button to Pre-Roll Ads,” ClickZ, November 11, 2009
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