Instagram opened its platform to most advertisers across the globe on Wednesday, September 9, as the photo-sharing app seeks to make more money and compete with popular rivals such as Snapchat, Reuters reports.

Ads, previously available only in eight countries, will debut in more than 20 others including Italy, Spain and India, Instagram said. More than 200 countries will have ads by Sept. 30.

With 300 million monthly active users, Instagram has a key advantage over rivals because parent Facebook Inc's vast trove of consumer data allows it to target audiences more accurately, a major selling point for advertisers.

"It would have taken us years to build some of this technology without Facebook. We can take advantage of years of experience," James Quarles, global head of business and brand development at Instagram, said in an interview last week. But users who have grown comfortable with mostly ad-free Instagram feeds of photos from people they follow may rebel.

For the past two years, Instagram has only allowed ads by certain brands, such as Victoria's Secret and Old Navy.

A sponsored ad on Instagram over the weekend said more ads would be coming soon, but did not specify when. Many users expressed concern, said Debra Aho Williamson, social media analyst at eMarketer, noting that the changes need to be rolled out slowly.