In a test it hopes will improve user experience and lead to better ad creative, YouTube added a “skip” button to some pre-roll ads. The ultimate goal, says YouTube, is to create a scenario where advertisers pay only for ads users watch in full or engage with some other way.

 

It’s a minor development to be sure. Skip buttons for video and interstitial ads have been around as long as the ad messages they help users circumvent. But the move suggests Google is not satisfied with the quality or performance of pre-roll inventory on YouTube.

“We want to learn who skips, which ads they skip, when do they get skipped, and how can we use that skip as a quality signal,” said Phil Farhi, YouTube Product Manager.

 

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