Announced today, Instagram will be taking an expected step towards monetizing the globally popular photography platform. Reaching our ears nearly three years to the day since the initial launch, the specifics of this change entail an integration of select photo and video content into the app itself, chosen from amongst brands that any given user is not already following. While Facebook-owned Instagram has not specified whether the advertisements will be consolidated into the newsfeed, explore section or elsewhere, users will be provided the option to hide the ad and provide feedback. Beginning with United States-based Instagram accounts, the touted addition of “beautiful, high-quality photos and videos” is likely the first of many steps away from the Instagram we are familiar with. Will you be keeping your account? What will come of Instagram’s announcement on the eve of Twitter‘s IPO filing? Leave your thoughts below.