“At YouTube, we’re focused on helping brands connect with audiences around the world, and we’re always testing new ways to surface ads that enhance the viewer experience,” a YouTube spokesperson says in a statement. “We ran a small experiment globally that served multiple ads in an ad pod when viewers watched longer videos on connected TVs. The goal is to build a better experience for viewers by reducing ad breaks.” In other words, the test was about showing the viewer more ads in the beginning of the YouTube video, rather than spacing them out. YouTube’s spokesperson adds: “We have concluded this small experiment.” But whether the platform will ramp up the unskippable ad rate in the future remains unclear.
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