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Start testing a new 'active media' feature that allows users to skip as many ads as you like

Spotify 's free advertisement support layer was open to discussion concerning how much it will be paid to artists in the past, but the company is trying to change so that users can skip indifferent advertisements …

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Spotify explained AdAge This feature called "active media" is currently being tested in Australia. Using Active Media, you can skip as many audio and video ads as you need until you are interested. In doing this, Spotify wants the user to listen to and watch the ads of interest.

Danielle Lee, the world leader in Spotify's partner solution, is similar to Active Media as a popular "Discovery Weekly" feature of this service. Lee explains that Spotify will be able to learn more about the advertisement settings of users based on what they heard that they skipped and ultimately will be able to sell more targeted advertisements.

"Our hypothesis is that by promoting streaming intelligence, providing advertisers with more personalized experiences and more attractive audiences can improve the results that they can deliver," Lee said talk. "Personalized experiences like Discover Weekly and magic brought to consumers, we would like to introduce that concept to advertising experiences.

Under this program, Spotify says that advertisers do not have to pay the skipped advertising fee, but expects to target more targeted advertising more.

Spotify, a by-product of this, says the user can also go back to listening to music faster. Theoretically, this is a movement that makes no sense by hearing one better target …

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