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After introducing TrueView in 2010, YouTube is finally applying the skippable ad format to mobile devices.
With TrueView, users can skip ads after five seconds on desktop and laptop computers. YouTube has said that this format leads to better engagement, since viewers only watch ads they like and advertisers only pay when someone chooses to watch the ad.
65 per cent of the ads that play before videos are now skippable.
YouTube has conducted a few small tests prior of skippable ads on mobile, but starting today, all TrueView in-stream campaigns will be mobile-enabled.
Finally, we can skip those Justin Bieber album ads, yay!
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