If users don’t want to see an ad, they can scroll past it in “a second or less,” Meta’s Hansen says. Hemphill agrees that “not every ad is burdensome” and users can gain value from some of them, but on the whole they are a burdensome part of the social media experience for users. Hemphill adds that he hasn’t “made a study of scroll time, though I agree that scrolling past an ad does not take long.”