Facebook’s social app Instagram is finally putting ads in users’ feeds of photos and videos, although only in the US at first. “In the next couple months, you may begin seeing an occasional ad in your Instagram feed if you’re in the United States,” explains Instagram 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.” Users will be able to hide ads they don’t like, and give feedback on why. No news yet whether labels will be able to promote Instagram updates from artists as part of the scheme. The news follows Pinterest’s recent introduction of ads, as well as Facebook and Twitter’s more established advertising businesses. Research firm eMarketer estimates that advertisers will spend $9.5bn on social network ads this year, up 30.5% on 2012 and accounting for 8.1% of their overall digital ad budgets.

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