Irina Slutsky wrote in the postings on the AdvertisingAge that YouTube is preparing new ad units that can be skipped by users. The website will roll out a new option called TrueView over the next few weeks which will "give viewers a choice of three different ads to watch. Users can also skip the ad altogether and the advertiser isn't charged."

The new tweak will please both marketers and YouTube viewers. The marketers will have to worry less about annoying people and/or getting ignored, while viewers will be able to decide what sort of experience suits them best.

Slutsky wrote, "YouTube plans to start off TrueView with advertisers who have a managed account at Google -- those marketers with dedicated channels. But eventually, as with everything at Google, the platform is meant to scale and automate and be available to everyone."