> I could very well see a future where we are forced to watch/acknowledge ads before the actual content continues. I wonder if skipping YouTube ads is already

> I could very well see a future where we are forced to watch/acknowledge ads before the actual content continues. I wonder if skipping YouTube ads is already used in a similar way? Pressing that small "skip" button is a user interaction that acknowledges the users attention to the ad, and there is usually a minimum time the ad has to run before it can even be triggered. So having an ad run for 5-10 seconds, with a manual skip, might possibly be a more impactful "impression" then the ads just running trough, without a skip, as most likely nobody is paying attention to them in the very first place.