Ask HN: Is it just me or has YouTube gone fanatical on ads?

I never used to have a problem watching the first 5 seconds of a sponsored commercial on some of the more popular YouTube videos, but I've noticed a startling increase in the amount of ads being served to me. It is at the point where I would say 3 in every 4 videos plays an ad now. It's disgustingly frustrating.

Has anyone else noticed this?

If so, has there been an announcement regarding this that I've missed? Perhaps even something to do with Google+ IDs being used for user accounts?