Spotify explained to AdAge that this feature, which it calls “Active Media,” is currently being tested in Australia. With Active Media, users are able to skip as many audio and video ads as they want until they get to one that they find interesting. In doing this, Spotify hopes that users will listen to and watch more ads that they find interesting.
Spotify’s global head of partner solutions Danielle Lee likens Active Media to the service’s popular “Discovery Weekly” feature. Lee explains that Spotify will be able to learn more about a user’s ad preferences based on which ones they skip and which ones they listen to, ultimately allowing it to sell more targeted advertisements: