Spotify runs test in Australia, allowing users to skip ads at any time, potentially boosting targeting and revenues

If you want to test out a feature on a large, well-known, global, platform, there’s a very simple solution: Test it in Australia. At a population of 24 million and with a predominantly Western culture, it’s a large enough test bed and small enough market, so ideal for testing new features before (maybe) rolling them out globally. And that’s exactly what Spotify appears to be doing in testing out how it can tweak its advertising platform to take the fight to the likes of Pandora and other competitors.

Advertising Age reports today that it’s running a test in Australia which will let listeners skip audio and video adverts at any time while the ad is playing. This is instead of having a preset time limit to listen to or watch the advert which can’t be…

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