In order to launch the advertising business, Instagram had to dodge an uncomfortable reality: advertising agencies hated Facebook. Teddy Underwood, an early Facebook employee who had just transitioned to Instagram to promote its new advertising products, thought the only way to sell them was to make a case that Instagram was the anti-Facebook. He set up meetings with the largest ad agencies, armed with a polished PowerPoint presentation about the value of inspiration. He told them Instagram was completely independently run, didn’t plug into Facebook’s ad system at all, and had a plan to build
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