<ul><li>YouTube has been experimenting with ads that play when users pause videos on the TV app.</li><li>The pause ads have shown strong traction and are commanding premium pricing from advertisers.</li><li>This new ad format has only been trialed on YouTube's TV app so far.</li><li>YouTube's efforts to combat adblockers and generate ad revenue raise concerns about conflicting incentives for users, video creators, and the platform.</li></ul>

YouTube's been experimenting with ads that play while your video is paused

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