Instagram has 300 million active monthly users who upload 70 million photos each day. Advertisers and investors alike have been waiting for the Facebook-owned company to open up to ads on a more automatic self-serve basis.
This new partnership allows clients of third-party mobile analytics and attribution platform Appsflyer to schedule, manage and track the effectiveness of ads on Facebook’s photo-sharing site.
Sprinklr clients can now execute targeted ads on Instagram at scale, without any spend caps, and with the ability to manage placement across Facebook in tandem.
“Whether it’s on Instagram or any other channel, the most effective media strategies are rooted in a brand’s ability to operate in unison by bringing their various social activities together,” states Simon Mansell, general manager of paid and services at Sprinklr.
A number of advertisers, including AdRoll, Adaptly, Ampush, Salesforce Marketing Cloud, SocialCode and Unified, have been given access to the ad API.
Instagram first experimented with monetizing its platform through advertising in 2013 with sponsored photos and videos.
Instagram’s version of the “buy” buttons that Google and others started implementing a few months ago, is the “action-oriented ad, which enables users to “take action directly from an ad to sign up on a website, buy a product, or download an app,” according to Instagram’s blog.