Instagram testing unskippable ads for platform

Instagram is testing unskippable ads, preventing users from scrolling through their feed for a few seconds similar to YouTube’s ads.

This was initially reported in this article, after screenshots of the in-testing feature made waves on social media. The unskippable ad break displays a countdown timer when playing, with users unable to scroll anywhere while it ticks down.

This app user posted screenshots of this via an X post. In one instance, he clicked the ad to get more information.

The information panel defines the ad break as “a new way of seeing ads on Instagram”. In the future, we might need to view entire ads to keep using the platform. Do you guys think Instagram testing unskippable ads is a good change?