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Spotify is hoping to deliver another blow at rival Pandora, all in an effort to dominate the fast growing, $1.6 billion market that is digital audio advertising.

The company says it's testing a feature that will allow listeners to skip audio and video ads any time they want, as often as they want, allowing them to quickly get back to music. Listeners who don't pay for a subscription currently can't skip ads at all.

Danielle Lee, global head of partner solutions at Spotify, says she compares the move to Spotify's "Discover Weekly" feature, which tailors a playlist to users' established listening habits. Unlimited ad skipping means Spotify users will be able to hear or watch just the ads they actually like, informing Spotify about their preferences in the process, she says.

Continue reading at AdAge.com