Spotify is testing a new feature called “Active Media” in its free tier, in which users are able to skip as many audio and video ads as they like. The feature is currently only available in Australia. In an interview with AdAge, Spotify’s global head of partner solutions Danielle Lee said that the new feature would allow for the company to better tailor ads towards users.

“Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands,“ Lee told AdAge. “Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.” Under “Active Media,“ advertisers would not have to pay for ads skipped.

When reached for comment, a spokesperson for Spotify provided the following statement:

Spotify has a global advertising business that enables marketers and brands to reach audiences in 65 markets around the world. We launched Active Media, skippable audio and video ads, in Australia for now and will consider expanding to additional markets in the future. We are committed to our freemium model and will continue innovating our products to ensure the best experience on both our free and premium tiers.

In May, Billboard announced that it would weight streams on paid subscription services to count for more than streams on free, ad-supported services. The changes, which took effect in late June, count 1,250 paid streams as one album unit on the Billboard 200, while it takes 3,750 free streams to constitute one album unit.