On the heels of what the company is calling a very successful ad rollout in the US, Instagram has announced that they plan on taking their new ads global very soon.

According to Instagram, they will build on their “momentum” by launching ads in users’ photo feeds in Canada, Australia, and the UK ‘later this year.”

“The results for advertisers have been positive—and in some cases, well above the ad industry’s average for performance. We’re excited to build on this momentum, and in the coming months we will extend the same level of care and consideration as we introduce ads on Instagram to our global community,” says the company in a post.

“As with our initial roll-out, we are committed to learning as much as we can while building Instagram as a sustainable business. Later this year, we’ll start by introducing ads on Instagram in three countries—Canada, the United Kingdom, and Australia. In the future we’ll also look to introduce ads on Instagram to additional countries across the world.”

After a month-long soft launch period, Instagram finally unveiled in-feed ads back in November of 2013. Starting with big-name partners like Ben & Jerry’s, Burberry, Levi’s, Macy’s, PayPal, and Michael Kors, Instagram’s ads look like regular old posts – but are marked with a ‘sponsored’ tag. Users can also hide them from their feeds if they so desire.

The move came a little over a year after being acquired by Facebook.

Image via Michael Kors, Instagram