Instagram's been planning this for a while, but now your Insta-feed is officially no longer just yours. Starting today, you'll be seeing photos and video from #powerful #brands all up in your stream of sepia-toned pics.
In its announcement, Instagram claims to want to make the ads "feel as natural to Instagram as the photos and videos many of you already enjoy." Which is probably true. With the speed most people scroll through their feed, it's doubtful they'll really notice that another vintage shot of a sunset was actually posted by Procter & Gamble. And for those of you who were worried that Facebook's purchase of the beloved image-feed would somehow taint it, well... at least you can say I told you so. [Instagram]