Tech

30 Seconds of Ads for 10 Seconds of Video

5 July 2026

I click on a video to see a short clip of a dog falling off a couch. It's a 10-second video. But before I can watch it, I am forced to sit through two consecutive, unskippable 15-second ads for a cryptocurrency trading app.

I spend more time watching ads than I do watching the actual content. And they are always bizarrely loud. The video itself will be whispered, but the ad blasts through the speakers like an air raid siren.

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The 'Skip Ad in 5 seconds' button is the only merciful thing left on the internet, and even that is slowly being phased out in favour of forcing me to watch someone try and fail a mobile game.