YouTube has officially confirmed the introduction of pause screen ads for all advertisers. This comes 6 years after the first reports of such a feature and a year and a half after Google discovered the high profitability of this format.
YouTube users were quick to react to the change. Last week, there were numerous reports on Reddit about a noticeable increase in the frequency of ads, which the video hosting platform calls “less intrusive.” However, the company did not disclose a possible reduction in the frequency of standard ads.
You may recall that YouTube has already introduced unskippable ads in 2023, and has also experimented with longer but less frequent ad inserts.
YouTube is not the first to use the pause screen for advertising. Hulu and AT&T have been practicing this for some time. Streaming service Sling TV introduced pause ads back in July this year, but gave users the option to turn them off in the settings.
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