Google is enthusiastic about the success of its TrueView ads on YouTube: video advertisements that viewers can choose to skip after five seconds, with the advertisers only paying when people choose to continue watching. Now the technology is going mobile: all new and existing TrueView campaigns are “now enabled to run on mobile platforms”. That’s good news for video publishers, including music labels and artists, and it’s also good news for YouTube. Like Facebook and Twitter, it faces the challenge of making money from rocketing mobile usage.

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