Instagram to Start Rolling Out Ads in 'Next Couple Months'

The ad-free Instagram days are about to come to an end.

Instagram announced Thursday that it will start rolling out ads in the "next couple months." Instagram framed the move as part of an effort to turn itself into a "sustainable business."

"In the next couple months, you may begin seeing an occasional ad in your Instagram feed if you’re in the United States," the company wrote in a blog post. "Seeing photos and videos from brands you don’t follow will be new, so we’ll start slow. 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."

Instagram also tried to put users at ease by noting they would have control over what ads they see. "If you see an ad you don’t like, you’ll be able to hide it and provide feedback about what didn’t feel right," the company wrote. "We’re relying on your input to help us continually improve the Instagram experience."

Facebook, which owns Instagram, had previously teased the idea of introducing ads on the social network and an Instagram exec revealed last month that ads would come within the next year.

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