In my mind, there are two large categories of advertisements. The first and more common on traditional media is exposure-type ads which are just about getting t

In my mind, there are two large categories of advertisements. The first and more common on traditional media is exposure-type ads which are just about getting the brand name embedded in your head so choose that product over another next time you're shopping. The second is the type in these sponsor ads. They have calls to action and are still interested to a small degree in brand awareness, but it's not the main focus. All that's to say, the latter type of ads is about how many people follow the link and less so about whether the ad landed on all the eyeballs. At least that's my layperson's view, devoid of having ever studied advertising.