Dive Brief: 

• For the first time, Instagram is giving advertisers instant access to data about how ads are performing on the platform. 
• To access the data, advertisers now have the self-serve tools to manage activity on Instagram. Previously, advertisers just had brand reports delivered to them.
• The instantaneous data will not only be for ads, but also for brand partners' organic posts.  

Dive Insight: 

Instagram has closely guarded its advertising program until it knew advertising would be well received. The slow progression has been good for the platform, but advertisers are anxious to have instant, self-serve access to measurements. Having self-serving information can only improve ad performance for brands on the platform.