Spotify has made a massive announcement today, introducing a revolutionary feature that now allows users of Spotify’s free, ad-supported membership to choose how they want their ads, and even skip them entirely.
The feature, called Active Media, launches for all Australian users today and allows users to choose if they want to hear, see or skip an ad. It’s one of those things that feels too good to be true, but rest assured this is a thing effective as of today!
A basic breakdown of how it works is that a listener will receive an ad break consisting of your standard audio and, now visual, ads. The listener will then be able to choose if they want to listen, watch or skip the ad entirely. This thereby gives the streaming giant of a better idea of what sorts of ads you’d like to see.
From an advertiser standpoint, the only ads that will have to be paid for are the ones that listeners actually choose to watch or hear.
This is a world first type of feature, so we’ll have to wait and see how good this is. If nothing else, you can listen to Drake’s new album with minimal interruptions just like Spotify, apparently, want.