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Instagram tests unskippable video ads in main feed

Instagram is experimenting with a new ad format that prevents users from scrolling until they view a video ad in their main feed.

Why it matters. The move could significantly boost ad exposure for brands but risks alienating users who find forced viewing intrusive.

How it works.

  • New in-feed ads display with a timer.
  • Users can’t scroll past until timer runs down.
  • Essentially “un-skippable” like some YouTube ads.

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