YouTube is testing longer but fewer ads on its connected TV app. The platform is hoping to improve the user experience and boost engagement for non-premium subscribers by running extended ads in the middle of videos as opposed to short ads throughout. YouTube is yet to confirm the duration of these new ads and the length of the extended ad breaks. Nicky Rettke, the head of YouTube’s ad products team, told the Verge:"There are a lot of factors that go into deciding when to show an ad break... so it’s a bit dynamic." Read YouTube's ad policy for more information.