Dive Brief: 

• Increasingly Instagram users are noticing pop-ups on the app containing a survey about the in-app ads. 
• The ads are sold as part of the package to advertisers — and have been since early on — but as the ads increase, the surveys are showing up in more users' feeds. 
• Instagram uses the information gathered from the surveys to provide new metrics — like brand recall, brand sentiment, and change in consumer sentiment from the ad — to advertisers, but the social app isn't sharing raw data with the brand. 

Dive Insight: 

It would be interesting to see results on these surveys. At face value, it seems like the pop-up surveys could be perceived as the digital version of survey takers on street corners who interrupt your day to gather data. But common sense says that Instagram would pull them if the data wasn't valuable.