Prime Video is one of the only remaining streaming services that remains off-limits for advertisers—but that could soon change.

When it comes to streaming strategies, ad tiers are all the rage. Both Disney+ and Netflix added ad tiers in the last year, and Amazon’s own free, ad-supported platform Freevee recently proved with megahit Jury Duty that its audiences will still flock to programming with advertising.

Plus, a potential ad tier could have benefits for both consumers and advertisers, according to Ivy Cheung, vp and group partner of integrated investment at UM Worldwide.

“From a consumer perspective, there will be a lot more premium content that we’ll be able to watch,” Cheung said of a potential Prime Video ad tier. “And then from an advertisers perspective, I think it’s great because it just gives us the opportunity to reach viewers in different environments.”

Read more in Adweek.