[apsurd]

There's always been tons of money in marketing and advertising. Top brand companies have huge marketing budgets. Think coca cola, all super bowl ads etc.

it's just you had to settle for inferior means of attribution. it got better with tech via e-commerce and tracking. then it got worse with tech via bots, abuse, arms race, etc.

instacart can reach customers at the point of sale and track conversions in a first class manner. so it's a no-brainer for brands to pay for performance.