Spotify Testing Unlimited Ad Skipping For Free Users

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Spotify’s free ad-supported tier has been controversial in the past over concerns about how much gets paid out to artists, but the company is purportedly planning to make changes that would allow users to skip ads in which they are uninterested…

Spotify’s head of partner solutions, Danielle Lee, explained that unlimited ad skipping is something the company is interested in because it will allow users to hear or watch only the ads they are interested in. As such, Spotify will know which ads each user lets play to the end, “informing Spotify about their preferences in the process” and tailoring the ads to their liking. 

The company calls this “Active Media,” and ensures advertisers won’t have to pay for any ads that are skipped, suggesting Spotify is confident it will learn and create enough compelling ads that free tier users won’t want to skip. According to Lee, Spotify’s hope is to debut Active Media on a global scale, but at this time the Australia-based testing is only one month old. 

“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,” Lee says. “Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.”

Spotify’s head of partner solutions, Danielle Lee, explained that unlimited ad skipping is something the company is interested in because it will allow users to hear or watch only the ads they are interested in. As such, Spotify will know which ads each user lets play to the end, “informing Spotify about their preferences in the process” and tailoring the ads to their liking. 

The company calls this “Active Media,” and ensures advertisers won’t have to pay for any ads that are skipped, suggesting Spotify is confident it will learn and create enough compelling ads that free tier users won’t want to skip. According to Lee, Spotify’s hope is to debut Active Media on a global scale, but at this time the Australia-based testing is only one month old. 

“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,” Lee says. “Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.”



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