Instagram is testing a new ad product that will live squarely within its ecommerce tab, Shop.
Shop is a mobile-only hub launched last year to highlight a wide range of digital storefronts. Controversially, the Discover-like page replaced the ‘Activity‘ tab last July at the bottom of the Instagram homescreen. The latest ad test includes both images and carousels from U.S. advertisers, with an expansion slated for other markets in coming months, Techcrunch reports.
Ads in Shop will be sold via an auction-based model, per the outlet, and the number of ads an individual is served will be based on their cross-app activity as well as how many people are shopping on Instagram at any given time.
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Participants in the test include luggage brand Away, beauty brand Donni Davy, pet products maker Boo Oh, Clare paint, Wisconsin-based home decor shop JNJ Gifts, nostalgic snack maker Deux, and Rihanna’s Fenty Beauty.
Instagram recently retooled the ways in which it serves ads to younger members, stating that it will only target under-18 users based on their age, gender, and location. The company also began rolling out ads within its TikTok competitor, Reels, in June.