In news that is sure to make YouTube users everywhere rejoice, Google has decided to kill the no-skip 30-second ad format in 2018. In an official statement reported by Campaign, a Google spokesperson said the move was aimed at providing a better advertising experience to users.

“As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers,” said the Google spokesperson.

The unskippable 30 second ad format has received a lot of criticism from a large section of YouTube users, so its no surprise this news has been met with approval on social media.

Viewers also expressed frutstration at the fact that while ads shorter than 30-seconds, including the 20-second spots, can be made unskippable. Last April, YouTube introduced a new six-second unskippable bumper ad format for advertisers.

For Google, this move comes at a time when they are facing huge competition from Facebook’s focus on video as the core of their strategy. While advertisers and brands are flocking to Facebook’s video play, Google needs to strike the  right balance between keeping consumers happy and remaining attractive to brands.

.@YouTube will finally stop showing unskippable 30-second ads in 2018. Finally!

Link: https://t.co/Byw8m5DzSC pic.twitter.com/ks5CRz8cvx

— Lowyat.NET (@LowyatNET) February 20, 2017