Fair point but I would argue that NYU are only looking at the page and saying "this user viewed ad XYZ" and recording that fact.

They're not (I assume) copying the advert and storing it on their servers. I could see Facebook arguing that taking a copy of it is a violation of IP somehow.

But simply looking at the page and recording some of the meta data is the same as someone asking me on the phone "what advert did you just view?".

Would that be violating IP?