Ads are how companies that provide a free service make money, which is why you see Facebook, Instagram, Snapchat, Twitter, and Google are filled with ads. How some of these ads are skippable, like on YouTube where you have the option of skipping certain ads after a predefined length of time.

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Unfortunately for Snapchat users, it seems that you won’t be able to do that, at least for some videos. This is according to a report from DigiDay (via Engadget) in which they report that Snapchat is testing out unskippable ads. These ads will run for 6 seconds and are expected to kick off on the 15th of May, and unlike previous ads where you can tap on it to dismiss it, these can’t be skipped at all.

However the good news is that these ads are only expected to appear in publisher-made shows, which means that if you don’t spend a lot of time on Snapchat watching such shows then we guess you won’t have anything to worry about. These ads are also expected to be called “Commercials” and will mimic the actual commercials we see on regular television, which are already unskippable so if you grew up watching regular TV then we suppose this isn’t really anything new.

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