https://www.theverge.com/2024/6/3/24170682/instagram-unskippable-ads-test

Skip to main content
 The Verge logo.The Verge homepage

  * The Verge homepageThe Verge logo./
  * Tech/
  * Reviews/
  * Science/
  * Entertainment/
  * AI/
  * MoreMenu

 The Verge logo.
Menu

  * Instagram/
  * Meta/
  * Tech

Instagram is testing 'unskippable' ads that you can't scroll past

Instagram is testing 'unskippable' ads that you can't scroll past

/

Some users have been forced to take 'ad breaks' in between posts.

By Emma Roth, a news writer who covers the streaming wars, consumer
tech, crypto, social media, and much more. Previously, she was a
writer and editor at MUO.

Jun 3, 2024, 7:37 PM UTC

Share this story

  * 
  * 
  * 

Instagram logo with geometric design background
Illustration by Alex Castro / The Verge

Instagram is testing "ad breaks" that force you to stop and look at
an ad for a period of time before you can continue scrolling. Several
X and Reddit users reported seeing the feature, and Instagram
spokesperson Matthew Tye confirmed to The Verge that ad breaks are
being tested. Tye said Instagram would "provide updates should this
test result in any formal product changes."

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. As shown in the
screenshot, Instagram displays an "ad break" icon with a countdown
timer that shows how long until you can start scrolling again.

When the user tapped the icon for more information about the feature,
Instagram showed a message saying, "Ad breaks are a new way of seeing
ads on Instagram. Sometimes you may need to view an ad before you can
keep browsing."

Instagram already displays sponsored posts and ads between the
content you're scrolling through, whether it's your home feed or
Reels. But sticking unskippable content between posts takes this to
another level -- and seems pretty disruptive. "We're always testing
formats that can drive value for advertisers," Tye says.

Aside from Instagram, YouTube also shows unskippable ads before and
during videos. It even expanded unskippable, 30-second commercials to
its TV app last year. Both YouTube and TikTok also slot ads between
their shortform videos, but you can still swipe right past them.

Most Popular
Most Popular

 1. Here's Jensen Huang signing a woman's chest

    -----------------------------------------------------------------
 2. The AT&T and Verizon outage that cut off phone calls is over

    -----------------------------------------------------------------
 3. There's a secret smart home radio in your new Mac

    -----------------------------------------------------------------
 4. This is Lunar Lake -- Intel's utterly overhauled AI laptop chip
    that ditches memory sticks

    -----------------------------------------------------------------
 5. Meta is fixing three of the Quest 3's biggest lingering
    annoyances

    -----------------------------------------------------------------

Verge Deals

/ Sign up for Verge Deals to get deals on products we've tested sent
to your inbox weekly.

Email (required)[                    ]Sign up
By submitting your email, you agree to our Terms and Privacy Notice.
This site is protected by reCAPTCHA and the Google Privacy Policy and
Terms of Service apply.
From our sponsor

 

 
Advertiser Content FromSponsor logo
Sponsor thumbnail

More from Tech

  * AirPods Pro, AirPods, and an iPhone on a table.AirPods Pro,
    AirPods, and an iPhone on a table.

    Here are the best AirPods deals you can get right now

  * Illustration of the Amazon logoIllustration of the Amazon logo

    Amazon's Project PI AI looks for product defects before they ship

  * Top-down vie of a bunch of Samsung Galaxy ringsTop-down vie of a
    bunch of Samsung Galaxy rings

    Samsung sues Oura preemptively to block smart ring patent claims

  * The ModRetro ChromaticThe ModRetro Chromatic

    Palmer Luckey is now selling pixel-perfect ultrabright magnesium
    Game Boys for $199

  * 
     
    Advertiser Content FromSponsor logo

     

 The Verge logo.

  * Terms of Use
  * Privacy Notice
  * Cookie Policy
  * Consent Management
  * Licensing FAQ
  * Accessibility
  * Platform Status
  * How We Rate and Review Products

  * Contact
  * Tip Us
  * Community Guidelines
  * About
  * Ethics Statement

The Verge is a vox media network

  * Advertise with us
  * Jobs @ Vox Media

(c) 2024 Vox Media, LLC. All Rights Reserved