One Redditor spotted the feature when scrolling through stories and posts. After a certain amount of scrolling, Instagram prevented them from going further until they looked at an ad.
Instagram displays an 'ad break' icon with a countdown timer, showing how long until users can resume scrolling. When tapping for more info, a message explains the new ad viewing format.
Instagram's move to force users to view unskippable ads between posts is viewed as disruptive. Instagram spokesperson Matthew Tye mentions the platform continuously tests formats to benefit advertisers.
YouTube also employs unskippable ads, including 30-second commercials, expanding to its TV app. Both TikTok and YouTube insert ads amidst shortform videos, but with the option to swipe past them.
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