While Roku and Google are ramping up advertising presence, Amazon has decided to go against the current, somewhat pulling back on auto-play full-screen ads, after hearing negative customer feedback over the intrusive content. Amazon has proven something of a counter-example with the use of ads, taking (for the moment) user quality of experience concerns pertaining to ad load (volume of ads per hour of content). Notably, Prime Video has from the jump promised it would present a lower ad load than other ad-supported offerings on the market, clocking at between 2 minutes and 3.5 minutes per hour. Amazon has since shown that it has taken ad intrusiveness into consideration by slightly dialing it down for its Fire TV products. In…