I read the whitepaper (page 6). It stated there that "Advertiser will pay tchain tokens for WATCHING their ads". It means that watching the ads is not mandatory , you have a choice to watch it or not, Also its not all about ads, it is also states that "participate in branding marketing events, lotteries, games right during their ride and earn TCHN tokens for doing that." So its not all about ads. And nothing is mandatory
Well i'd hope that they make it in a way, that you can skip it but you skip your reward, or watch it and earn some microtransaction income for just giving it 20-30 seconds of your time, that way you gain some cash and the advertiser get an actual person paying attention