Instagram is testing unskippable ads with a countdown timer to ensure users view the ads before continuing to browse the app, similar to the ad experience on YouTube.
The Meta company spokesperson mentioned they are testing formats that can benefit advertisers and will provide updates based on the test results.
Users like Dan Levy have experienced the feature where scrolling past the ad was blocked, leading to mixed reactions and criticisms.
An informational message accompanying the ad breaks informs users about the new ad experience and the need to view ads before continuing to browse.
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