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Fire TV Now Forces Full-Screen Startup Ads
29 May
Summary
- New full-screen ads appear during Fire TV device startup.
- Users must manually dismiss pop-ups before accessing content.
- This format could pave the way for third-party advertising.
Amazon has begun displaying full-screen pop-up advertisements that appear directly upon starting Fire TV devices. These intrusive ads require manual dismissal before users can access their home screen, a change noted by AFTVnews as a new level of advertising on the platform. Currently, the pop-up promotes the recently redesigned Fire TV mobile application.
While Fire TV devices have long featured advertisements across their interface and in standby modes, these startup pop-ups represent a more aggressive approach. The move has sparked concerns that Amazon may leverage this format to introduce advertising from third-party brands, mirroring past practices where ad slots were sold to external companies. This potential shift could mean users face even more ads, impacting their streaming experience.
