Sorta depends on how you define the concept. A sign on the side of a storefront is definitely marketing. If I walk into a department store, every product on the shelf is wrapped in advertising, from its packaging to the brand name to the picture of what the product is for. When I visit Amazon, and start searching for something to buy, every single thing that comes up could be thought of as an ad for itself, since otherwise I wouldn't be able to find it in the first place.

These are contextually relevant ads. Of course they are, right? The task is buying stuff. That's the time, and the place. The best time, really. My wallet is out and I'm ready to go with the purchase.

If it's a little hard for me to discover that a product exists, so that I know to seek it out, I think that's okay. We could do with more curation and less firehose-of-attention in that department. Needing to coordinate those sponsorships ahead of time should act as a stronger filter. The newspaper knowing which ad it is running alongside today's article might not have been such a bad idea. The ones that cheapen out and print nonsense damage their reputation in the process, right?