[jaybaxter]

There is a type of advertising called "brand advertising" where the goal is more about brand awareness (e.g. think of a Coca-Cola superbowl ad) than "direct response advertising". Such advertisers don't really care if you click on ads, but they still want to reach high-value users.

[vineyardmike]

I’m pretty sure most meta-originated ads are direct response. At least most of the ones I’ve seen. Most brand advertising shows up in places where engagement is hard (eg TV, billboards) while direct response is perfect for absentmindedly scrolling (you don’t feel bad clicking away).