For the first time, Instagram is integrating advertising into the app’s Explore section, which can be accessed by tapping on the magnifying glass icon.

AdAge notes that Instagram is expanding ads to new spaces within the app as users are spending less time in the flagship feed. Explore ads will show up after users click on one of the posts on the page — which is algorithmically derived and personalized to every user based on past consumption habits. (Ads won’t appear at the top of the Explore gallery — only after a user clicks on a post). Explore features standard Instagram posts, Instagram Stories, and IGTV shows by top influnecers and premium publishers.

Explore ads will roll out in the next several months, Instagram says.

“More than 50% of accounts on Instagram use Explore every month,” the Facebook-owned photo and video platform wrote in a blog post announcing the expansion. “Today, 80% of people follow a business on Instagram, and Explore can help them find the next business or product they might love…Advertisers can easily extend their campaigns using automatic placements with a simple opt-in to reach audiences in Explore.”

Other product updates announced by Instagram in recent weeks include new publicly-facing gender options and horizontal video support for IGTV.

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