Which statement about non-skippable in-stream ads is true?

• A. They cannot be bought on auction
• B. They complement TV campaigns online and provide incremental reach, and can be bought on auction for lower CPM
• C. They are always shown with the same frequency on all devices
• D. They require higher CPM than skippable ads

Answer: (B)

Non-skippable in-stream ads are video ads that viewers must watch because they can’t skip them; they run before, during, or after video content. They’re bought through the Google Ads auction, which lets advertisers bid for impressions and optimize delivery.

This format works well with TV campaigns because it extends the same or related messaging online, reaching audiences beyond TV and delivering incremental reach—new viewers online who may not be reached by TV alone. Because these are digital impressions, they can be bought in auction and, in many cases, achieve a lower CPM than traditional TV, though CPMs vary by market and inventory.

They aren’t guaranteed to appear with the same frequency across all devices, and CPM isn’t fixed relative to skippable ads. The best-fit statement is that they complement TV campaigns online and provide incremental reach, and can be bought on auction for lower CPM.