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 ads 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, its doubtful they'll really notice that another vintage shot of a sunset was actually posted by Clorox. Still, it's hard not to feel that just a little bit of Instagram's purity has been lost forever. [Instagram]