The objective of much of the advertizing money in the world is to get impressions and not clicks. Clicks are chased by companies who are primarily selling produ

The objective of much of the advertizing money in the world is to get impressions and not clicks. Clicks are chased by companies who are primarily selling products and services on the web - and that is really a small part of the economy. Think of companies like beverage giants, car manufacturers, large consumer products giants, financial institutions etc or almost anyone who advertizes on superbowl on TV. Their primary objective is to build awareness & a certain brand perception among a large segment of consumers so that when you buy their category, you will choose their brand. Coca Cola doesn't necessarily want you to buy it that instant online you see the ad (though if you do, it's a nice bonus). Rather the objective is to build an equity that will make you think of yourself as a "Coke person" instead of say "Pepsi person". Remember that bulk of the advertizing money in the world comes from such players. They pay facebook a premium for being able to deterministically show your advertizing to a given target audience.