YouTube officially launched TrueView, its new ad format that allows users to skip ads that they are not interested in, on Thursday.

Users of the Google-owned video-sharing site will now be able to look for a countdown button that will let them skip an ad after it plays for five seconds. In some cases, viewers will be able to select which ad to watch out of the three options.

Currently, Hulu is the only other video-sharing site that allows users to select the ad they want to watch. On most sites, users have to sit through around 30 seconds of pre-roll before they can watch a video.

Advertisers also have a choice to decide whether they would like to use TrueView or stick with the usual non-skippable platform, YouTube said.

The company also added that it is working on providing more choice and control in advertising to its users.