On our TV, using the official YT app, it just rapid cycles through the first few seconds of each ad. As far as I can tell, this is part of a Google-operated display fraud scheme.

I wonder how the new standards will impact our user experience.

Will they just halve the length of time each video is run and charge for twice as many impressions? They could also just run the ads in the background (with the video displayed over it + ad audio muted).