Meta Tests Non-Skippable 'Ad Breaks' on Instagram Feeds

Meta is being a bit sneaky lately! They are testing a new feature on Instagram called "ad breaks." These non-skippable ads can't be scrolled past until the break is over, lasting only a few seconds according to some screenshots.

As of now, it is unclear whether this duration will change if Meta decides to officially adopt this format. An in-app notification states, "Ad breaks are a new way to watch Instagram adverts. You may need to view an ad before continuing to browse."

Meta is experimenting with non-skippable video advertisements in Instagram's main feed, which differs from the present skippable video ads in Reels and Stories.

Meta has not yet issued an official statement regarding this development. However, the company confirmed to TechCrunch that it is testing this new ad structure.

What do you think of this new feature?