Based on the presented evidence, I can't say that Ally or SmartAsset have any fault in this, but Business Insider is looking really scummy.

Essentially their excuse boils down to "We didn't tell the writer to write good things about Ally and only put the ad on the page after the article was written." Which is paper thin, considering the write works for BI, knows BI targets ads like this, and knows their article is likely to get an ad. I wouldn't be surprised if there was some behind the scenes analytics as well not encouraging writers to lie, but everyone knows no one is clicking on an ad that makes the product look bad...