Of course, this could all go horribly wrong, if users don’t, in fact, engage with those huge ads, the potential downside to larger visuals is perhaps a more pronounced negative knee-jerk reaction to poorly targeted ads. “If I’m served up an irrelevant ad, and it’s even larger than it used to be, I’ll probably be distracted by it and dislike it that much more,” added Newcomb.
No, wrong. The point of these offline data partnerships that Facebook is doing is that that consumers don’t need to engage with these ads. All they need to show is a lift via a control/exposed study. Obviously, if they don’t show any impact from ad exposure in news streams, that’s not good. The ability to do this is what makes the Datalogix partnership so big.