Spotify's music service began testing a new option called Active Media. It is assumed that this function will allow users to skip those advertisements that are of no interest to them. In addition, this step will allow Spotify to compete more effectively with other music platforms.
According to the company, the innovation will only affect users who use the service on a free basis. This will not set the minimum time for viewing the advertising integration, which will immediately switch to listening to music. Currently, the testing option takes place in Australia, but it will soon be available worldwide.
According to Daniel Lee, global development director Spotify, such a step will greatly improve the user experience:
Our hypothesis is in that if we use artificial intelligence to display the advertisement in which the user is interested and will not miss it, it will benefit both us and our advertisers. We intend to use the idea with personalized playlists, transferring this successful experience to the sphere of advertising.
Recall that now Spotify enjoys about 180 million users. According to the provided financial indicators, the advertising revenue was 158 million dollars, which is 20% more than a year earlier.