Come on, Instagram users: You didn’t think your feed would stay blissfully ad-free forever, did you? Instagram announced on Wednesday that it will start delivering ads to users’ Instagram feeds over the next couple of months as a way to grow its revenues. The Facebook-owned company says it wants to make sure that “any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands” and will insist that the ads it displays will “be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine.” Users will also be able to block ads that they don’t like and will be able to give Instagram feedback about what ads they’d prefer to see in their feeds.