It’s been an open secret that advertising is coming to Instagram for a while now. Yesterday, Facebook’s photo-sharing subsidiary explained how those ads will look. US users will be seeing a sample ad appear in their feeds in the coming week: a top-down shot of a man sitting at a table, with a clear ‘Sponsored’ logo at the top right of the shot. “This is a one-time ad from the Instagram team that’s meant to give you a sense for the look and feel of the ads you will see,” explained Instagram in a blog post. “We want ads to be creative and engaging, so we’re starting with just a handful of brands that are already great members of the Instagram community. If you see an ad that doesn’t interest you, you can tap the “…” below it to hide it and provide feedback about what you didn’t like. This will help us show you more interesting ads in the future.” The first crop of brands are Ben & Jerry’s, Burberry, General Electric, Lexus, Levi’s, Macy’s, Michael Kors, PayPal and Starwood. Could music ads start appearing too? That will depend on the pricing.

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