Coming Soon: Ads on Instagram

Facebook-owned company promises to take it slow

Instagram just made it official: ads are about to hit the social photo-sharing platform.

"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 said in a blog post today. "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."

Taking a page from its corporate owner, Facebook, users will have the option to hide ads that are irrelevant and provide feedback as to why the ad didn't work.

Instagram added that it wants ads to be "enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine."

About a month ago, the Wall Street Journal reported that advertising was in the works at Instagram, an effort being led by director of business operations Emily White. It remains to be seen how well users tolerate ads on what had been a mostly brand-free platform, there's little doubt that advertiser interest for social and mobile media is surging.

Per eMarketer, advertisers will spend $9.52 billion on social network ads globally this year, up 30.5 percent versus 2012. The researcher also sees mobile ad spending jumping 89 percent to $8.8 billion in 2013.

The Instagram announcement comes on the same day that Twitter is expected to make its IPO filing public.