We all know how annoying commercial adds can be, and I think Spotify has gotten the message pretty clear. According to Hot New Hip Hop, Spotify has three ads in a row that will pop up in the middle of your favourite break-up album. Since Spotify is now well informed about the dislike of the advertising, they have created a new feature that will be tested in Australia. This feature will allow free users to skip as many ads as they want. While testing this they will also be tracking which ads get skipped and which ads get viewed, to have a better understanding of who they’re advertising to According to HNHH, their global head of partner solutions, Danielle Lee, says:

Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands. Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.