A brief target that is visible when displayed alone can be rendered invisible by a trailing stimulus (metacontrast masking). It has been difficult to determine the temporal dynamics of masking to date because increments in stimulus duration have been invariably confounded with apparent brightness (Bloch's law). In the research reported here, stimulus luminance was adjusted to maintain constant brightness across all durations. Increasing target duration yielded classical U-shaped masking functions, whereas increasing mask duration yielded monotonic decreasing functions. These results are compared with predictions from 6 theoretical models, with the lateral inhibition model providing the best overall fit. It is tentatively suggested that different underlying mechanisms may mediate the U-shaped and monotonic functions obtained with increasing durations of target and mask, respectively.