YouTube's advertising ecosystem in 2025 has become a highly integrated and sophisticated part of the viewer experience, with ad formats that appear both within videos and as part of the broader platform interface. The types of ads you encounter are determined by the content you watch and your own digital behavior, thanks to YouTube's advanced targeting capabilities.

Here's a breakdown of what YouTube ads are like today:

In-Stream Ads
These are the most common and recognizable ads, as they play directly within a video.

Skippable In-Stream Ads: These are the standard "pre-roll" or "mid-roll" ads that appear before or during a video. You have the option to skip them after 5 seconds. Advertisers are only charged if you watch for at least 30 seconds or interact with the ad, making them a popular choice for engagement-focused campaigns.

Non-Skippable In-Stream Ads: These ads must be watched in their entirety before the main video can continue. They are typically shorter, often lasting 15 to 20 seconds, and are used for high-impact messaging or brand awareness blitzes.

Bumper Ads: These are very short, non-skippable ads of up to 6 seconds in length. They are designed to deliver a memorable, punchy message and are often used for building brand recall.

In-Feed Video Ads
These ads don't interrupt your video viewing; instead, they appear as promoted content within the YouTube interface.

Placement: In-feed ads appear as a thumbnail with a headline and description in key areas, including:

On the YouTube homepage.

Alongside search results.

In the "Up next" feed on the watch page.

User Action: These ads are discovery-based. The video only begins to play when you, the user, actively click on the thumbnail. This format is well-suited for educational content, product tutorials, or vlogs, as it targets viewers who are actively Browse and searching for content.

YouTube Shorts Ads
With the massive growth of YouTube Shorts, a new ad format has emerged to capitalize on the vertical, fast-paced viewing experience.

Format: Shorts ads are short, vertical videos that are inserted between organic Shorts videos as you scroll.

Interaction: You can skip these ads by simply swiping up, just as you would with any other Short. The ads are designed to be mobile-first and fast-paced, with a strong call-to-action button to drive viewers to a specific landing page.

Premium Ad Placements
Masthead Ads: These are the most prominent and expensive ad format. A Masthead ad is a large video banner that autoplays at the very top of the YouTube homepage, providing maximum visibility for a major product launch or brand campaign. They can also appear on the YouTube mobile app and on TV screens.