Video ads that run before (pre), during (mid), or after (post) the content a user chose to watch. In-stream is the collective term. Pre-roll is skippable or non-skippable depending on the platform and length; YouTube's non-skippable limit is 15 seconds in most markets, and the 6-second Bumper Ad is a non-skippable subtype.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Pre-Roll." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/pre-roll/