They'll be so good you won't even know they're ads.
If you are shaken to the core of your being by the new Instagram terms of service, you're probably most upset about the section that precisely spells out how Instagram can use your photos and likeness for advertisements without compensating you. The more subtle change in its terms, with a smaller backlash, is this clause:
You acknowledge that we may not always identify paid services, sponsored content, or commercial communications as such.
Instagram can, in other words, show you an ad without telling you that you're looking at an ad.
Sponsored content is a bedrock of internet advertising: blogs, websites, Google search results, YouTube, Twitter, Facebook and a lot of other places your eyeballs wonder throughout the day on the internet. It is a fact of life. The thing is, all of that sponsored content — at least on reputable sites — is clearly marked as such. It can take a few different shapes, though the form of the ad usually precisely matches that of the site's native content, the stuff you are there to see. It might be a straight-up ad written as a blog post on a news site, or simply carefully placed branded content, like a post from Starbucks shoved in your feed on Facebook/Twitter or in a Google Maps search.
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