One of the unexpected repercussions of the advent of Big Data is increased expectations. The internet revolutionized marketing by bringing huge amounts of data to marketers’ fingertips: suddenly, marketers could understand just who their ads were reaching, and not only that, but how they were being reached and how they were interacting with that advertisement. This lead to a massive expansion of what marketers could be expected to know and do. Impressions, engagement, and clicks became metrics to live and die by.