I wouldn't call a pure index of product locations in the cooler an "ad," any more than it's an "ad" when you look through the glass and see the logo on the Coke

I wouldn't call a pure index of product locations in the cooler an "ad," any more than it's an "ad" when you look through the glass and see the logo on the Coke bottle you want. When it breaks the index function to display a full-height animated Coke bottle, that's an ad.