A big change can come to Spotify's free level.
The music streaming service runs a test in Australia that allows users to skip as many ads as they like, regardless of the ad, according to Ad Age.
The move will provide another upgrade to Spotify's free level, which the company has said looks a lot of commitment and usually leads to paying subscribers. Spotify has recently brought a number of changes to its app for free users.
Under the new Spotify tester called "Active Media", advertisers will not have to pay for bounced ads.
"Our hypothesis is if we can use this to burn our streaming intelligence and deliver a more personal experience and a more engaging audience to our advertisers, it will improve the performance we can deliver for brands. Just as we make These personal experiences like Discover Weekly and the magic that brings to our consumers, we want to inject this concept into the advertising experience, says Adrian Age, Spotify's global leader of partner solutions.
Lee added that Spotify hopes to move outside Australia and bring Active Media global, Ad Age reported.