YouTube killing its most annoying ad format: The 30-second unskippable

(credit: Flickr: Rego Korosi )

If you watch any amount of videos on YouTube, you're probably accustomed to waiting five seconds before hitting that "skip ad" button. You're probably well aware of just how annoying it is when that button never appears and you're forced to sit through 30 seconds of a car commercial even though you live in New York City and don't even have a driver's license.

Well, there's good news: Google is scrapping 30-second unskippable ads on its video site, reports Campaign (via Neowin). Recognizing that they're not tremendously popular, especially among data-capped mobile users, the company is pushing shorter formats to advertisers, such as the six-second unskippable ad that it launched last year.

Unfortunately, the change won't take effect immediately; YouTube users will have to wait until 2018 for the longer ads to go away.

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