YouTube is following in the footsteps of Facebook and Digg by allowing users to choose the types of ads they see when watching a video on the site.

The website is testing an initiative with a small percentage of the clips that make use of in-stream ads where users can opt to watch a Promoted Video at the start of the clip or view several in-stream ads during the video they want to watch.

Users who plump for the Promoted Video option will have the additional choice to pick the type of clip they want to see.

Writing on the YouTube Biz Blog, YouTube product manager Phil Farhi said: "We are constantly testing a wide range of options to find the right advertising format for the right content on YouTube and we think giving users a say in the process helps our efforts."

Facebook currently lets its users give a thumbs up or down to a number of its on-site ads.<br/><br/>Digg recently unveiled plans to accept ads as sponsored content on the social bookmarking site that can then be dugg or buried in the same way as standard news stories by users.

This will see advertisers' costs go up or down depending on whether users like their ads or not.<br/><br/>Living Streams "Improving clients' profitability through better use of the internet"