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Instagram’s ads aren’t just for brand building anymore. They’re also for business building.

Instagram is tweaking its ads and the ways advertisers can buy them to make them as suitable for pushing product to likely customers as for promoting a brand to just about anyone.

In short, Instagram’s ads and ad-buying process are becoming more on par with those of its parent company Facebook. For example, by the end of this year a retailer would be able to set up an Instagram ad targeted to its existing customers that includes a link to the retailer’s e-commerce site and run the ad without calling up an Instagram sales rep — just like it would for a Facebook ad.

Continue reading at AdAge.com