In the movie Rushmore, the teacher Miss Cross asks, “nihilo sanctum estne?” The question is a mistranslation, but it's supposed to mean is nothing sacred? That's how I felt reading Jia Tolentino's article about how a company called Emogi plans to invade our text messages with advertising.

Travis Montaque, Emogi's CEO, is a former member of the Unicode Consortium. He is 24. The emoji ad buying platform is called Wink. It will be downloadable on iOS 10 and, if Montaque is successful, many other places where messages are sent and received.

He clicked through Wink’s largely automated back-end system, where brands can upload their gifs and emoji, and bid on triggers and users; the ad buy is done within minutes. “We have to be so much better to get adoption,” he said. “We have to convince a brand not to put their money in video on Facebook—they should put it in Wink.”

The idea is similar to Snapchat's branded filters, which have attracted big advertisers, and Twitter's sponsored emoji. Wherever you go, ads will follow.