SYDNEY: Australia has become the third country after the US and UK where ads will appear in the feeds of Instagram users, the photo-sharing social network has announced.

Coming a month after rolling out ads in the UK, Instagram said nine major brands in Australia will start using its ad platform, CMO Australia reported.

They include global brands Audi, Ben & Jerry's, Lenovo, McDonald's, Toyota and Philadelphia cream cheese. Australian brands are represented by Flight Centre, Tourism Queensland and Vegemite, the iconic spread.

Images and photos will look like regular posts, the company said, but will be marked clearly as "sponsored" and the rollout will start slowly to ensure the ads fit the look and feel of individual users' posts.

"We'll also make sure that the user has control," Instagram said in comments reported by Mashable. "If they see an ad they don't like, they'll be able to hide it and provide feedback about what didn't feel right."

In addition, the ads will be tailored to individual users, including details of their age, gender and interests, but no other personal information will be shared to advertisers.

And metrics judging the success of campaigns will include ad recall, campaign awareness and affinity with the brand, the company said.

For Mondelēz International, the owner of Vegemite and Philadelphia cream cheese, it expects the partnership will help to build its digital presence and drive brand engagement.

Darren O'Brien, Mondelēz president of cheese and grocery for Asia-Pacific, said: "There's no denying that social is part of the media ecosystem and if that's where our loyalists are consuming content, brand participation is a natural extension.

"This Vegemite partnership with Instagram is an organic evolution of our approach to media – innovation and authenticity – recognising that this medium is at the forefront of driving brand engagement," he added.

Data sourced from CMO Australia, Mashable; additional content by Warc staff