Ads are coming to more places on Instagram. Today, the social media platform announced that it’ll soon start placing ads within the Explore page, which is where users go to discover new content that lines up with their interests. The ads won’t appear on the Explore grid itself, but they’ll appear once a user taps on an Explore post and begins scrolling through that discovery feed. The ads will be photos and videos, and the first ad  for IGTV  will go live today. The team will begin working with select partners over the next few weeks with the goal of opening Explore ads up to everyone over the next few months.

“Explore is where people are really open to discovery, and that’s why we’re really excited about this,” says Susan Buckner Rose, director of business product marketing She says the team considers “the mindset where people are most receptive to advertising” and that the Explore page made for an obvious fit because it’s where “people come to discover new accounts or people or brands that they don’t already follow.”