18 months after Facebook bought Instagram for 1 billion dollars, the photo sharing app has announced that "occasional" ads will be coming to US users' feeds in the next couple of months.
"Seeing photos and videos from brands you don't follow will be new, so we'll start slow," the firm said in a blogpost.
"We'll focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community."
From the description, it sounds like the ads will look like the image or video was produced by an Instagram user, similarly to Facebook's 'suggested' posts and Twitter's occasional sponsored tweets.
As with Twitter's in-feed ads, Instagram users will also be able to hide advertising posts they don't like and even send feedback.
"Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands," the blog post continues.
"After all, our team doesn't just build Instagram, we use it each and every day. We want these ads to be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favourite magazine."
The decision to have in-feed ads as the first form of advertising on the app, is a slight surprise, considering that Emily White, Instagram's director of business operations, said last month that her team was concentrating on the app's search function and its 'discover' feature, when looking at integrating ads.