According to the british site Campaign Live, Google is doing away with the ad format on YouTube.

Considering Google emphasis on mobile, and their push for advertisers to adapt a mobile first mindset, the unskippable 30-second video is arcane. Though some legacy advertisers and those who really like to watch themselves are unhappy with the move, YouTube’s audiences will very much appreciate it.

Google recognized the consumer-first approach required this change. While short term this may hurt a but on ad revenue, long term it will keep consumers more engaged.

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