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The Verge reports: “Google has announced that in 2018, it will end non-skippable 30-second ads that appear before a YouTube video. In a statement first given to Campaign then confirmed by The Verge, a Google spokesperson said the company will focus on commercial formats that are more engaging for both advertisers and viewers. While this is good news, it doesn’t mean all unskippable ads are eventually going away. Formats that include 15- and 20-second ads will stick around; you’ll likely see more of the six-second “bumper ads” rather than ones that you can move past after five seconds.”

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