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Spotify’s free version might let you skip ads, the way YouTube sometimes lets you.

Spotify has always offered an ad-supported free version, and the free version has never given users any ability to skip ads. That might be changing. Here’s Claire Reilly, writing for CNet:

The feature, known as “Active Media,” has been quietly rolled out in Australia and allows users of Spotify’s free, ad-supported service to skip particular ads, with advertisers only paying for completed listens or views.

The feature could make Spotify ads more relevant: every time you skip an ad you teach Spotify which ads you can’t stand to hear. Here’s Danielle Lee, head of partner solutions at Spotify, talking to Ad Age:

Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands.

Translation: you’ll hear fewer ads you hate, making the ads more valuable over time. It’s kind of a win-win, if you don’t mind Spotify keeping track of which ads you hate.

RELATED: It’s Time to Sign Up For a Music Streaming Service You Cheapskate

If you hate ads, though, you should probably just pay for Spotify Premium. It doesn’t have ads at all, and does a better job at supporting artists. Still, it’s nice to see the free version get some flexibility.

Photo credit: g-stockstudio/Shutterstock.com

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