Systrom thought that move, if navigated poorly, could ruin the brand Instagram had built. Sure, they would make money by accepting Facebook’s fire hose of ads, but those looked like ads made for Facebook, many of them with tacky text and clickbait wording that would clash drastically with Instagram’s aesthetic, and what its users had come to expect in the experience. Facebook hadn’t vetted the majority of its advertisers, only their credit cards.
