Instagram tests unskippable Ad Break feature with 3-5 second countdown

Instagram is currently testing a new feature called "Ad Break," introducing unskippable ads to users' feeds. These ads have a countdown timer lasting between 3 to 5 seconds, requiring users to view the entire ad before continuing to browse. The feature description states: "Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing."

Currently visible to a small number of users, "Ad Break" is still in the testing phase as Instagram gauges user responses to this new ad format. There has been no official announcement regarding a widespread rollout, and it remains unknown when or if these unskippable ads will be implemented on a larger scale, although a spokesperson from the company has confirmed to TechCrunch the testing of this functionality: “We’re 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.”

User reports have highlighted the presence of this new feature, but additional details from the company are still forthcoming.