Instagram has confirmed that it is now testing out unskippable ads on the platform, following reports from some users about encountering “ad breaks”.
In a report from the online publication TechCrunch, a Meta spokesperson was quoted as saying the platform is “always testing formats that can drive value for advertisers.
“As we test and learn, we will provide updates should this test result in any formal product changes.”
The Meta spokesperson did not confirm where the ad breaks are designed to appear in the app. However, users report encountering them in the Reels sections, preventing them from proceeding to the next video in their feed until the ad finishes playing.
This is similar to how ads function on video sharing platform YouTube. And, just like YouTube, the Instagram ad breaks can also include midroll ads which play in the middle of videos.
Users encountering the test will be met with a notice that reads: “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.”
Currently, it is unclear if these tests are being rolled out globally or only to specific markets.
