Music 6 days ago Share Tweet Pin Share Spotify is currently testing out a new feature dubbed as “Active Media.” It allows users in its free tier to skip as many ads as they like. While this feature is currently only available in Australia, Spotify’s global head of partner solutions Danielle Lee said that the Active Media would allow users to come across better tailored ads. Ultimately, advertisers would not have to pay for ads that are skipped. “Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands,“ Lee told AdAge. “Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.” A spokesperson said the following statement when reached out for a comment: “We launched Active Media, skippable audio and video ads, in Australia for now and will consider expanding to additional markets in the future. We are committed to our freemium model and will continue innovating our products to ensure the best experience on both our free and premium tiers.” Stay tuned for more on this. In other news, new findings suggest musicians received only 12% of the music industry’s total profits in 2017.