Instagram has just confirmed it will bring ads to your Explore feed. As one of the go-to features for Instagram users who search for places, shops and connect with people businesses and creators, Explore looks like a great monetization tool.

According to Instagram, more than 50% accounts on its social network use Explore every month to see photos and videos related to their interests from accounts they aren’t following. Apparently, the company considers brands an important part of the Instagram experience for its users, which is why over the next few months, it will introduce ads in Explore feed.

Instagram says it will release ads in Explore “slowly and thoughtfully,” so not everyone will see them at the same time. Here is how it works for users: after tapping on a photo or video in Explore, you may see ads as part of your browsing experience just like in the main feed.

For advertisers, it’s quite obvious that this is an opportunity to reach larger audiences in Explore. And they will be able to do that by extending their campaigns with a simple opt-in. So, there you have it, folks, expect to start seeing ads in your Explore feed pretty soon.