Instagram may ultimately make you stop scrolling, but it won't cut down on screen time.

Instagram is testing a new feature called "ad breaks," which shows advertisements while pausing the user's scrolling. The goal of this action is to increase value for marketers, as Instagram spokesperson Matthew Tye has revealed.A new feature called "ad breaks" on Instagram pauses your browsing to show an advertisement before you can move on. Users who noticed these irresistible advertisements in their feeds on Reddit and Twitter noticed the functionality. Subsequently, Instagram acknowledged that it is trying this new kind of advertisement (via The Verge). The irresistible advertisements haven't been made a permanent fixture yet. Instagram will make that determination in light of the testing.