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Advertising industry seeks refunds over YouTube skippable ads

Study shows millions of ads are hidden away in violation of Google-owned group’s policies
Advertisers on YouTube are only charged if a user watches the full advert, or at least 30 seconds of it. If the advert is skipped, an advertiser pays nothing

Advertising industry figures are demanding significant refunds from YouTube following new research that suggests millions of adverts on the video platform are hidden away from users in ways that breach the Google-owned group’s policies.

Adalytics, a digital ads analysis group, has conducted research into YouTube’s “TrueView” system, through which the platform’s more than 2bn users can skip watching an advert after five seconds.

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