Ads are coming to Instagram’s popular Explore page, one of the last ad-free places on the photo-sharing network.

On Wednesday, the Facebook-owned company said it will start placing ads on that section of the app in the coming weeks.

The Explore page recommends posts it predicts a user would like based on other posts they’ve looked at in the past. It also shows categories of posts like fashion, architecture and food. Instagram said more than 50% of accounts globally visit the Explore page every month.

After users tap on a photo or video on Explore, they will see ads in between posts as they scroll, just like on the regular feed.

[Read More]