The company reports it is experimenting with running back-to-back Story ads from different advertisers. The test involves running ads from two different advertisers, back-to-back within a Story. The experiment is only being performed on a small group of users, and all advertisers are eligible to be part of the test.

If Instagram makes way for more ads in Stories, advertisers who already have experience in running successful campaigns will be in prime position to take full advantage of the increased ad inventory. There is also the potential danger of ad fatigue, making it even more critical for brands to focus on the creative aspect of their campaigns to differentiate themselves. Instagram Story ads account for nearly 20% of ad spend on the platform.

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