Earlier this month (October 2022) Meta announced that it was adding new ad formats to Instagram.

Why?

Well, as a result of Apple’s privacy-centric iOS updates they have far less ability to serve targeted ads.

This means that just one year after the company saw its valuation hit an all-time high of $1tn, the company has now lost about two-thirds of that value. 

So, why not roll out a feature on Instagram to deliver some much needed revenue?

This will mean that advertisers on the app will soon be able to place ads on users’ Explore home tab as well as within user profile feeds.

“Ads in profile feed give advertisers the opportunity to expand their reach easily using existing feed assets, while giving people the same personalized ad experience they enjoy in their main Instagram feed,” the company said recently.

How well this will work is questionable as advertisers are smart and have already started diverting their spend to other logged-in channels and platforms and could view this move by Meta as a ploy to try to attract ad dollars that could be better spent elsewhere.

Another new ad feature is multi-advertiser ads, allowing brands to better tap into consumer intent by using using machine learning to target users that have has with an ad in their feed with more ads from brands that may be relevant to the user.

Lets wait and see what the users make of this.