Home / Technology / Spotify tests new & # 39; Active Media & # 39; feature that allows users to skip as many ads as they like
Spotify tests new & # 39; Active Media & # 39; feature that allows users to skip as many ads as they like
Spotify's free ad supported tier has been controversial lately over concerns about how much is being paid to artists, but the company has planned to make changes that will allow users to skip ads where they are uninterested …  Sylvania HomeKit Light Strip
Spotify explained AdAge that this feature, as it calls "Active Media", is currently being tested in Australia. With Active Media, users can skip as many audio and video ads as they like until they reach someone they find interesting. Spotify hopes users will listen to and see more ads that they find interesting.
Spotify's global leader in partner solutions Danielle Lee is similar to Active Media in its popular "Discovery Weekly" feature. Lee explains that Spotify will be able to learn more about a user's ad settings based on what they're skipping and who they listen to, so they can eventually sell more targeted ads:
"Our hypothesis is that we can use this to burn ours streaming intelligence, and delivering a more personal experience and a more engaging audience to our advertisers, it will improve the performance we can deliver for brands, "said Lee." Just as we create these personal experiences like Discover Weekly, and the magic that brings To our consumers, we will inject this concept into the advertising experience. "
Under this program, Spotify says advertisers do not have to pay for any ads skipped ̵
1; but it hopes that it will be able to charge more for the ads since they become more targeted.
As a byproduct of this, Spotify says that users will also be able to come back to listen to music faster. This is a move that makes sense because it listens to a better targeted, and therefore more expensive ads may mean that users will have to listen to fewer ads in total.
Spotify is currently testing Active Media in Australia, and if things are going well, it's likely that the feature will expand globally.