Interactive Spotify Ads

This is new. If you click on the image of the 'Tuborg Beat The Intro' advert of Spotify, instead of redirecting you off Spotify and taking you to a webpage, it opens up the ad in an overlay window.
Have Spotify tried to make advertising better for the advertisers? This ad makes complete sense by sitting the same viewing window. I wonder what other actions are possible. Coincidentally the video overlay stops all your music playing along with the current ad.

A nice modification to a medium that has been, largely untapped.