Social media announced today that ads will soon appear in the Explore, i.e. within the Discover menu, within the app. Ads will not appear immediately unless the user starts browsing the discovery posts and the app will offer content of interest here, writes The Verge.

Photos and videos can appear on the new advertising platform, and the company’s IGTV video sharing platform will be the first to be seen on today’s live interface. The Instagram team will begin working with selected partners this week to make this advertising opportunity available to everyone in the coming months.

“Explore is the interface where people are really open to exploring and that’s why we’re very excited,” Susan Buckner Rose, the company’s director of product marketing, told the site.

While there may be some truth in the fact that Explore is the part of the Instagram app where users find new opportunities, many people don’t want to see new ads. Within the app, there are plenty of ads in the Stories and the usual feed.

The Instagram community app was first made available in October 2010 on smartphones. The app was created by Kevin Systrom and Mike Krieger and already had more than 100 million users in January 2013.

The app was acquired by Facebook in April 2012 for $ 1 billion.