Instagram to integrate ads in Explore feed

Photo sharing platform Instagram announced on Wednesday that it will be inserting ads into its Explore feed, the page which allows users to discover new content that could interest them. 

Instagram is going to allow ads to appear on its Explore page - AFP

The Facebook subsidiary, which is currently on the lookout for new sources of revenue, reassured its more than 1 billion users that the new ads will be introduced "slowly and thoughtfully in the coming months."

"Today, 80% of people follow a business on Instagram, and Explore can help them find the next business or product they might love," explained the social network in a release published on its corporate website. 

Originally a simple photo sharing site, Instagram has become a fully fledged social network in its own right and is particularly popular among younger users, who prefer it to Facebook. The platform has therefore become an important source of advertising revenues for its parent company. 

According to eMarketer, the revenue that Instagram generates from advertising is on track to grow 47% to $9 billion in the United States alone this year. 

"Instagram advertising is very popular, and Explore will open up a pipeline of valuable new ad inventory," explained eMarketer analyst Debra Aho Williamson. "Half of Instagram users use Explore," she continued. "We expect advertisers to quickly adopt this ad placement."

Acquired by Facebook in 2012, Instagram began to feature advertising in 2013. Video ads were introduced two years later. 

Translated by Robin Driver

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