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.
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.
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