Spotify: Unrestricted skipping of advertising soon possible
from David Haydl 
on August 15, 2018, 17:55 pm | Write a comment
Probably the most annoying thing about the free version of Spotify are the advertisements and the fact that they cannot be skipped indefinitely. However, Spotify wants to change that in the future.
First of all: Spotify's free subscriptions are financed through advertising. Thus, Spotify will never completely deactivate advertising for users of the free version. However, in the future you will be able to skip advertising as often as you like. This feature is currently being tested in Australia.
New "Active Media" concept
The idea of Spotify behind the whole thing: It shows more advertisements that the user would rather listen to. Plus less advertising that the listener would like to skip. Danielle Lee, who is responsible for advertising at Spotify, compares this approach to Spotify's personal playlists.
The taste of the user is used to determine which advertising content they should hear. And why is this concept now called “Active Media”? Advertisers only have to pay Spotify for the impressions that users actually listen to. Let's see when this concept makes it to us.
