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A couple of months ago I was lounging on my couch watching TV and snacking on Stacy’s Pita Chips. The cinnamon sugar ones are my favorite —they’re just sweet enough to feel like a dessert, but they have a satisfying crunch almost like a potato chip. During a commercial, I started to scroll through Instagram on my phone, and almost immediately I found myself looking at a promoted post for Stacy’s pita chips.

It’s not that strange to see an ad on Instagram these days — in fact, some are so stealthily designed they look like they could be actual posts from friends. But I’d never seen an ad for Stacy’s anywhere that I could remember, let alone on Instagram. And now suddenly I’m eating them and they pop up on my screen.

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