Hasta La Gadget!

YouTube this week introduced a new feature called TrueView that lets users skip right through ads. Sounds like an advertiser’s worst nightmare, right? Apparently not. According to TechCrunch, advertisers are totally cool with the format.

The thing is, with TrueView, advertisers only have to shell out money when users choose not to hit “Skip,” meaning that those who actually sit through the ads are actually engaged (or in the other room getting a sandwich, but let’s face it, that’s always been a wildcard in the advertising mix).

TrueView features a little timer that counts down from five and then offers up a skip button. The feature also lets users choose between different advertising options–similar to a feature that has existed on Hulu for some time now.