Really feel like Instagram has extra adverts than ever? It isn’t simply you.

Fb executives final yr instructed Instagram to “roughly double” the variety of adverts within the app, in accordance with a new report in The Info.

The report provides an in depth accounting of the various methods Fb has exerted extra management over Instagram during the last two years, together with the corporate’s plan to rename the app and mess with Instagram’s visitors. However one of the crucial telling particulars is that Fb managers advised Instagram’s advert crew to significantly ramp up the variety of ads within the app “towards the top of final yr.”

Throughout an organization earnings name final October, Mark Zuckerberg described Instagram’s Discover part as an “alternative” to extend the app’s advert load. Instagram added adverts to Discover, then the one main part of the app to nonetheless be ad-free, in June.

There have been quite a few reviews on the mounting tensions between Fb and Instagram ever for the reason that photograph app’s two founders abruptly resigned final yr.

However for Fb, its issues are about greater than mere pettiness. The corporate is reportedly nervous that Instagram may in the future eclipse the principle Fb app in recognition. That is an issue as a result of the vast majority of Fb’s advert income come from its major app, not from Instagram — at the very least for now. And The Info now reviews Fb desires to deliver Instagram’s income quantity a lot nearer to Fb’s.

Since Instagram solely has a restricted variety of locations it might put adverts — proper now in Tales, the feed, and Discover — the corporate may even rely closely on commerce to be able to make that occur. The app has been experimenting with in-app purchasing options and has reportedly labored on a standalone purchasing app.

Instagram has stated it is nonetheless early days for purchasing, although, and only some corporations are ready to make use of its new checkout options.

For now, it is nonetheless all about these adverts.