(MSNBC) — In what could speak to Facebook’s viability as advertising medium just days before what is shaping up as a possible record initial public offering, General Motors says it will drop all paid advertising on the site, the Wall Street Journal is reporting.

According to the report, the auto giant’s marketing executives “determined their paid ads had little impact on consumers.”

GM marketing chief Joel Ewanick told the Journal that the automaker, “is definitely reassessing our advertising on Facebook, although the content is effective and important.”

The automaker will continue to use free options on Facebook.

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