To drive awareness and consideration marketing objectives, many advertisers use non-skippable (forced view) ads to ensure consumers are watching their full message. Today, on YouTube, many advertisers use Standard Reserve (or Google Select) as a way to access a non-skippable ad format. For advertisers that do not need the price and delivery guarantees of Standard reserve, we are now allowing advertisers to buy Non-Skippable in-stream ads on YouTube in Google Ads via the auction. “Non-skippable ads are offered for 15s ads only (20s ads accepted in certain EMEA markets, MX, SG, MY and IN).