You Tube will expand number of non-skippable ads on its platform San Bruno – You Tube is increasing the number of non-skippable ads that will appear on its platform. It announced that all creators who can monetize on You Tube will be able soon to turn on non-skippable ads on all videos. The change will take effect next week. Those creators who are eligible will receive a notification on their dashboard. Advertisers usually pay more for non-skippable ads. The change could be a way of providing an incentive to creators to stay on You Tube and produce more content. Each ad sale earns Google the owner of You Tube a cut. Even previously published videos on a channel will be able to use non-skippable ads if a creator turns on non-skippable ads. A special tool added as well You Tube is aso adding a tool that will allow creators to add or remove non-skippable ads in bulk. It will enable creators to track audience engagement, as well as revenue flow from videos from the both types of ads. Although the change will likely result in more non-skippable ads on You Tube, the ads are limited in length to 20 seconds. Viewers will not need to wait that long before their video plays. New rule introduced for 2018 limiting length of non-skippable ads The rule ends the longer 30-second ads. However, formats of 15-second ad 20-second ads will still exist. There will be many what are called bumper ads that you can move past after five seconds. The company said that it will focus on formats that are more engaging for both advertisers and viewers. Google said: “We’re committed to providing a better ads experience for users online. 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” You Tube You Tube is based in San Bruno California. It was created by three former PayPal employees back in February of 2005. You Tube was bought by Google in November of 2006 for $1.65 billion and now operates as one of its subsidiaries. Wikipedia describes the activities allowed on You Tube: “YouTube allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Most of the content on YouTube is uploaded by individuals, but media corporations including CBS, the BBC, Vevo, and Hulu offer some of their material via YouTube as part of the YouTube partnership program.” You Tube gains advertising revenue through the Google AdSense program that targets ads according to the site content and audience. Most videos are free to view although there are exceptions, including for premium channels, film rentals as well as You Tube premium a subscription service offering ad-free access to the website plus access to exclusive content. As of February of 2017 there was more than 400 hours of content uploaded to the site each minute. One billion hours of content are viewed each day on the site. As of August 2018 You Tube is ranked second in the world in popularity according to web traffic analysis company.