, Meta is testing a new type of non-skippable ad in the Instagram feed, which the company is calling an “ad break.”
With the new ads, which have already been spotted by some users, you can’t scroll past the feed ad until the”ad break” finishes. According to screenshots shared on, it appears that the “breaks” are a few seconds long, though it’s not clear if the length could change should Meta decide to make the new format official. “Ad breaks are a new way of seeing ads on Instagram,” an in-app message states. “Sometimes you may need to view an ad before you can keep browsing.
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