Instagram, the photo-sharing site, is making it easier for businesses of all sizes to buy ads and helping brands target their audience better.
The site will allow advertisers to reach users based on demographics and interests. Users will also have greater control over which ads they would like to see.
Instagram said brands are looking to target their ads in more effective ways to reach people "not just because of their age, location and gender, but because of the people, places and things they love."
The mobile platform is also planning to make its advertising available through an Instagram Ads API and Facebook ad buying interfaces.
Instagram said: "There are more than 2 million advertisers who actively use Facebook to market their business, and we want to leverage the best of Facebook's infrastructure for buying, managing and measuring the success of ads on Instagram.
"We will start by opening the Instagram Ads API to a select group of Facebook marketing partners and agencies, and we plan to expand globally throughout the year."
Instagram said it is also looking to evolve its ad formats to "include action-oriented formats" or platforms where users can take direct action from an ad such as buying a product or signing up to a website.
This article first appeared on campaignlive.co.uk.