Google exec says "skippable" ads are migrating beyond YouTube

02/26/2013 | Adweek

The "skippable" TrueView ads common on YouTube are coming to a variety of applications and games, according to Google Senior Vice President of Advertising Susan Wojcicki, addressing the IAB at its Annual Leadership Meeting. Wojcicki says that the employment of skippable ads has led to a 40% reduction in the number of YouTube viewers who have clicked away from videos when shown a pre-roll commercial. "All ads will be measured, but clicks are only one measurement type," Wojcicki added, bemoaning a lack of "good metrics" for measuring performance for such ads.

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