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Instagram ads may soon be much harder to ignore. As TechCrunch<\/em> <\/a>, Meta is testing a new type of non-skippable ad in the Instagram feed, which the company is calling an \u201cad break.\u201d<\/p>\n With the new ads, which have already been spotted by some users, you can\u2019t scroll past the feed ad until the\u201dad break\u201d finishes. According to screenshots shared on <\/a> and <\/a>, it appears that the \u201cbreaks\u201d are a few seconds long, though it\u2019s not clear if the length could change should Meta decide to make the new format official. \u201cAd breaks are a new way of seeing ads on Instagram,\u201d an in-app message states. \u201cSometimes you may need to view an ad before you can keep browsing.\u201d<\/p>\n Holy moly! Meta seemingly is now forcing us to watch ads in our feeds on Instagram! <\/p>\n The app legit stopped me from scrolling past this ad which is just a bonkers move to me. pic.twitter.com\/740EXjGyl2<\/a><\/p>\n \u2014 Dan Levy \u2721 \u05d3\u05e0\u05d9\u05d0\u05dc \u05dc\u05d5\u05d9 (@TheDanLevy) June 1, 2024<\/a><\/p>\n<\/blockquote>\n<\/div>\n While non-skippable video ads are common on other platforms, like YouTube, it\u2019s a new and much more aggressive format for Instagram. It\u2019s also notable that the company is experimenting with the ads in its main feed rather than in Reels or Stories, where video ads are more common (but for now still skippable).<\/p>\n Meta didn\u2019t immediately respond to a request for comment, but the company confirmed to TechCrunc<\/em>h that it was testing the new ad format. \u201cAs we test and learn, we will provide updates should this test result in any formal product changes,\u201d a Meta spokesperson said.<\/p>\n<\/div>\n\n