The branded content ad product pairs the travel site’s audiences with the ad inventory and targeting capabilities of third-party sites. It is rolling out first on Facebook and Instagram, and the company said it plans to bring the ads to more media channels soon.

The ads will appear as co-branded content posts with TripAdvisor’s logo and company name and the “Paid Partnership” language at the top of the ad.

Ads can be targeted using Facebook’s targeting features and TripAdvisor’s audience profiles. The profiles have been built using TripAdvisor’s Facebook and Instagram followers, in addition to the more than 490 million unique monthly users that visit TripAdvisor’s website.