Meta Platforms is expanding its advertising inventory with new units in Facebook, Instagram and Messenger. Advertisers now have a new way to feature ads on Instagram’s Explore page, which displays content based on user preferences and routines. The Profile pages for all adult Instagram users will also carry advertising and select influencers will be eligible to push ads into their feeds as a way to potentially earn revenue. Messenger is going to use machine learning to program ads to likely purchasers. And Facebook Reels are getting “post-loop ads,” which creators and brands can slot between short videos.

The post-loop video ads will be from 4 to 10 seconds, skippable and standalone, playing after a Reel has ended. “When the ad finishes playing, the original Reel resumes and loops again,” Facebook said in a news announcement about the new feature, adding that the image carousel ads will be “horizontally-scrollable” and can include anywhere from 2 to 10 image ads. Businesses can embed an ad carousel into the bottom of a Reels from participating creators, who must approve placement.

In an Instagram blog post about its new features, the company says 90 percent of its users follow at least one business, and so are “already in the mindset to be inspired by brands.”

Meta VP marketing and growth for business messaging Maz Sharafi noted that “the important thing here is that we do not use message content for ads,” according to CNBC, which said the exec’s comments imply “that the company will not analyze Messenger messages to determine which ads get placed.”

Reporting from what it described as a Monday event for advertisers, CNBC cited Meta global business group VP Nicola Mendelsohn on the social platform’s tests with augmented reality ads programmed within Instagram’s main feed and also in the stories feature. Facebook also inroduced Advantage custom audience, a targeted advertising automation product.

Meta made the announcements in time for its execs to unpack them at speaking slots during Advertising Week in New York, October 17-20. Meta VP of global business marketing Michelle Klein will address how economic headwinds are fueling an Innovation Boom on October 19, messaging the company will no doubt embrace during a Q3 earnings call later this month.

Meta is “expected to show a second straight period of declining revenue,” according to CNBC, which says “the company gets substantially all of its sales from mobile ads, a business that’s been hammered this year because of Apple’s privacy updates to its operating system as well as a sputtering economy and rising competition from TikTok.”