Advertisers should stop obsessing over click rates and start thinking of online advertising in the same way they think of TV ads, Brad Smallwood, Facebook’s head of measurement and insights, said at IAB MIXX. Facebook ad campaigns have a lasting effect on consumers, Smallwood explains, influencing not just their immediate browsing patterns but also their real-world purchasing decisions. "The click is not the right thing to optimize to. ... Reach, just like in TV, is also a crucial driver," he argues.