Instagram is experimenting with skippable ads in its Reels feature, offering users the ability to bypass promotional content mid-scroll. Over the past month, ADWEEK observed three instances of this new format, which includes a countdown timer in the top-right corner of the screen followed by an ad equipped with a "skip" button. Meta confirmed the test, stating it aims to evaluate whether the format enhances business discovery, though unlike YouTube, it does not intend to share ad revenue with creators.