Instagram recently changed the way we see ads. There is a time delay that prevents scrolling, forcing us to pause and observe rather than simply swipe passed.

This is a brilliant feature that benefits everyone, especially me.

First, it benefits the advertisers. For years, they’ve been shelling out billions of dollars for ads that get minimal screen time. They’re often little more than a blip as they flash by with hundreds of other ignored posts.

It also benefits Instagram as a whole, as advertisers are now willing to spend even more money for these coveted spots. Their entire platform is to make money — and this will help.

Finally, it benefits me.

I occasionally catch myself scrolling aimlessly through the endless photos and memes that make up my feed. I’m not as bad as some people, but I certainly waste more time on the platform than I should.

But when the scrolling stops and I’m stuck on an advertisement, it snaps me back. It breaks the algorithm’s hypnosis.

I close the app, put my phone aside, and move on with my day.