Spotify testing ad skipping for free users

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This is created to replace the pre-set time that users have to listen to Spotify's unskippable adverts.

YouTube started to play around with a "skipping ads" feature back in 2010, introducing a countdown timer of five seconds, meaning the user was obliged to watch the start of the clip but could then click to close it.

Spotify is aware of this, so they've made a decision to test a new feature in Australia, where free users can skip as many ads as they want. The end goal of this concept is to give listeners a much more rewarding experience, by allowing them to skip the ads that they don't want to hear.

According to Spotify, Active Media feature is the "first of its kind globally" and will allow the company to "learn from each interaction" and "deliver a more personalised ad experience".

Captain fantastic Wayne Rooney produces 96th-minute heroics to win MLS thriller
His new side, DC United , were drawing 2-2 with Orlando City in the 96th minute of the match, with only seconds left on the clock. Wayne Rooney has pulled off one of the greatest counter-attacking plays you will see in the game, let alone the MLS .

Though its free service comparatively sucks, Spotify has improved it this year, giving listeners more choices for how they stream songs on their phones.

Using this new system, advertisers will not have to pay for any adverts which are skipped. The experiment is only live in Australia as of right now and it's presently unclear how long may Spotify test it before possibly expanding it to other countries.

Spotify has a global advertising business that enables marketers and brands to reach audiences in 65 markets around the world.

Paying for a premium service is the absolute best way to stream your favourite songs - you'll get a better selection and more importantly, few, if any, frustrating ads.

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