Disrupting without annoying

For years now we've been subjected to annoying pre-roll ads since Youtube started advertising. They usually have nothing to do with anything we might be interested in. These disruptions are beyond frustrating, even for those of us who work in advertising.

Netflix's new pre-rolls however tap into data to serve up snippets of the late great TV show, Friends, which are relevant to your search results.

Of course, they're still disruptive and get in the way of what you really want to watch but, you know, this is advertising so they can be forgiven for that. And if they're relevant and put at least a smile on your face, they're miles better than the alternatives.

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