The YouTube mobile app is starting to hide its countdown timer and grayed-out skip button when it plays ads. The skip button now only surfaces after a user has watched a specific portion of the ad, ...

On the right-hand side of the pre-roll video is the ‘Skip Ad’ tab that users may immediately thrust towards, they may realise quite quickly that the sign is part of a complicated, Wallace and ...

While the stats vary, there's evidence that around nine out of 10 people who can skip an ad do—whether by hitting the ‘skip ad’ button online or fast-forwarding through a commercial break while ...