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Instagram confirmed it\u2019s testing unskippable ads after screenshots of the feature began circulating across social media. These new ad breaks will display a countdown timer that stops users from being able to browse through more content on the app until they view the ad, according to informational text displayed in the Instagram app.<\/p>\n
The change would see the social network becoming more like the free version of YouTube, which requires users to view ads before and in the middle of watching videos. It makes sense that Instagram would consider going this route, too, given that it has also shifted over the years to become more of a video-sharing network, thanks to features like Stories and Reels, rather than a place to only share still photos.<\/p>\n
\u201cWe\u2019re always testing formats that can drive value for advertisers,\u201d a Meta company spokesperson told TechCrunch. \u201cAs we test and learn, we will provide updates should this test result in any formal product changes,\u201d they noted. <\/p>\n
The new \u201cad break\u201d feature was spotted initially by Instagram app user Dan Levy, who posted a screenshot of the test to his account on X. The app stopped Levy from scrolling past the ad when it appeared, he said \u2014 something he thought was a \u201cbonkers move.\u201d<\/p>\n