06/10/2014 08:19 EDT | Updated 06/16/2017 01:22 EDT

Instagram Ads To Be Rolled Out In Canada

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Instagram users in Canada are set to see vintage-looking photos interspersed with branded posts as the photo-sharing platform introduces ads later this year.

The Facebook-owned company will also roll out ads in the U.K. and Australia as it builds on an advertising experiment that began in November, said a Monday blog post.

That experiment saw Instagram carefully roll out paid posts from companies such as Ben and Jerry's, Levi's and Taco Bell, AdWeek reported.

Brands are expected to show in users' feeds based on basic information from Facebook profiles, the accounts they follow and videos and photos they like, The Globe and Mail reported.

Eventually, your Instagram could look something like this.

Introducing ads can be a risky proposal, but Facebook's track record with advertising suggests it could work for the platform, RBC Dominion Securities managing director Mark Mahaney told the Globe.

"I think they’ve proven that people are willing to tolerate and, sometimes more than that, embrace ads that are relevant, that aren’t put too frequently within their conversational stream," he said.

The move comes as Facebook looks to make more money from mobile users, Bloomberg reported.

International users make up the majority of the tech giant's membership and Instagram ads are expected to be a key part of its mobile strategy.

Facebook bought Instagram in a $1-billion cash and stock deal in 2012.

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