If you pay close attention to the countdown on the skip ad button, you'll notice that the duration of each number is variable and doesn't correlate to seconds. Some are actually longer than a second. This means that what you think is 5 seconds is actually slightly longer. This increases the actual time an ad is displayed relative to a user's perception of the time elapsed.

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Innovation, design, strategy. http://www.linkedin.com/in/adamsmithkipnis

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