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After taking several steps to fully integrate Instagram into the Facebook ecosystem, both in terms of branding and advertising tools, a feature introduced Monday seems to go directly against that grain.
Instagram Monday added the ability for businesses to run ads on its platform without connecting to a Facebook ad account, saying that the feature is only available to brands and creators in Turkey and the U.S., and it is limited to those promoting posts on Instagram for the first time, as those who have already done so have likely already linked their accounts on the two platforms.