Video ads that play in connection with the presentation of requested videos can generally be skipped if the content consumer is not interested in watching the ad. However, it is common that the content consumer will let the ad play, but focus attention on a different task (e.g., checking email) until the requested content begins. A determination can be made based on input to a user interface that the presentation of the ad does not have the attention of the content consumer. In response, the presentation can be paused. If the user is not interested in watching the ad, the ad can be skipped, but if the user is interested, the ad will not be missed. Such can mitigate unnecessary expenses for advertisers where their ads are played, but ignored by the content consumer.