I recall an auto manufacturer, Ford I think, before FB and Google were everywhere, spent millions of dollars on internet ads. It was assumed that was the future, and so they did.
But, there was a skeptic in the organization. That lead to the company to follow up on the effectiveness of internet ads. They found people hate online ads, virtually never click on them and indeed were a complete waste of money. They dropped the ads and are, miraculously, still in business today.
I wonder if people still hate online ads and never click on them?
Footnote: If we paid for content, even a lot, we would still get ads and granular surveillance. Who or what would stop them?