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Yep, you read that right. Today, YouTube is officially launching TrueView, a new ad format that lets users skip over ads they aren’t interested in — and advertisers are actually okay with it.

It’s a new format that YouTube has been testing for a while now, and it’s a bit different than what you’re probably used to. When a TrueView ad unit begins playing, you’ll notice a five second countdown timer — as soon as that’s up, you’ll see an arrow that will let you