This move allows mobile marketers to buy ads on the platform in a more automated way, bringing it in line with ad buying on other social media services such as Facebook and Twitter.

Advertisers will no longer have to speak directly with Instagram sales people, which previously limited the platform to those with large budgets and the time to negotiate fees, according to Business Insider.

According to third-party software partner Kenshoo, one of the first to gain early access to Instagram’s ads API, brand clients launching ads on Instagram had seen higher click-through rates than the industry average.