Pinterest is finally going to start experimenting with ads.

CEO and co-founder Ben Silbermann made the announcement today on the Pinterest blog, promising that the new promoted content with be both tasteful and useful.

“Pinterest is where you keep your wishlists, vacation plans, dream home ideas, and other things you want to do soon and in the future,” he said. “That’s why for us, it’s so important that Pinterest is a service that will be here to stay. To help make sure it does, we’re going to start experimenting with promoting certain pins from a select group of businesses. I know some of you may be thinking, ‘Oh great…here come the banner ads.’ But we’re determined to not let that happen.”

No, you won’t be seeing any flashy banner ads on your Pinterest homepage – but eventually you will be seeing some promoted pins. Just like any sort of promoted posts on any other social site like Facebook or Twitter, Pinterest’s promoted pins will allow companies to pay to push a suggested pin (yes, an ad) to your feed.

Silbermann says that all of these promoted pins will be transparent, in that you’ll know when they’ve been paid for.

They will also be relevant to your tastes.

“These pins should be about stuff you’re actually interested in, like a delicious recipe, or a jacket that’s your style,” he says.

The first batch of promoted content will come in the form of paid pins in search results and category feeds. He calls this a “test,” and you know that it’ll likely expand if things go smoothly.

Pinterest laid the groundwork for an ad network this summer when they started tracking users’ movements across the web and recommending certain pins based on those movements. It’s an opt-out feature that Pinterest said would give users a more “personalized experience.”