We hate when our favorite songs get interrupted by an ad, and it looks like Spotify is testing out a new feature for all users to skip ads completely.

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As of today (July 2), the music streaming platform will be testing out a new ad-skipping feature for their new Active Media initiative.

According to a report by Billboard, the company’s new feature will allow users, regardless of being a free or paid, the option to listen to or skip the ads that play in between songs.

So, how does it work?

When a user is listening to a song on the platform and the song finishes, a targeted advertisement will pop up. The user will then be able to decide if they want to see (or watch) the ad, and if they don’t, they’ll have the option to bypass it altogether.

What’s more? The new feature allows for advertisers to better understand the consumer, so ads will be more personalized, kind of like the streaming services’ Discover Weekly playlist.

Unfortunately, the new ad-skipping feature is currently only available to free Spotify users in Australia. While it’s still fairly new, we can only hope that they’ll start rolling out the feature everywhere.

What do you think of Spotify’s new feature? Are you excited to try it out? Sound off in the comments below!

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