YouTube to end unskippable 30-second ads

Google has announced an end to YouTube’s unskippable 30-second advertisement format, as revealed in a statement to Campaign.

Speaking about the unskippable ads which play right before a YouTube video starts, Google said it decided to remove the ads in an effort to improve users’ advertising experience.

Although the company is looking at alternative advertising formats, Campaign points out this does not mean that Google will ditch the unskippable ad format entirely as it may just shorten the length of ads.