If you've noticed more ads on Instagram lately, then you're not alone.
Last month, the technology blogger turned venture capitalist (and prominent Instagrammer) Om Malik wrote a scathing post about how he was considering removing Instagram from the home screen of his phone because it was showing him too many ads.
The app, he wrote, "has been infesting my feed with too many ads — and not just any ads but terrible ads. Video ads. Ads that make absolutely no sense to me. Ads that have less relevance to my feed and me than dumb follow-me-everywhere banners on the web."
Instagram wouldn't comment to Tech Insider on the frequency of ads it shows — it varies from person to person depending on how much time you spend using the app. But there's no question that the number of ads has increased in the last few months. Late last summer, the company made a big change that allowed anyone to advertise on Instagram rather than just big brands who worked a deal out directly with the company.
Malik isn't alone in his complaints — some people have been pointing it out on Twitter, too.
too many ads on instagram lately 😠— Tom Naclerio (@nydeuces) March 5, 2016
In other words, the company is sensitive to how people receive its ads and looks closely at how the number and type of ads it shows affects how often people use the app. It monitors if people use the app less when they're shown more ads and, at least according to the statement, they're "pleased with those metrics so far."