There's a difference between performance and brand marketing. Bart advertising by Twitter/ Facebook is mostly brand marketing (not really tied to anything). A lot of marketing is about reminding you that a company exists.
Despite concentrated effort, I have yet to be able to forget that Facebook exists. Brand awareness marketing for companies as ubiquitous as that seems like lighting money on fire for the sake of it.
What about Coca-Cola? They spend billions on advertising even though everybody already knows who they are. They want to seem current. No brand wants to be thought of as yesterday's news. Facebook advertises to remind people that they exist and to seem like they're just as hip as Tiktok.
Brand advertising doesn't have to be "did you know that Company exists"; it can be "you should like Company more because Reason"
This is an important distinction that the article doesn't cover. The article focuses on a specific subset of advertising. Brand awareness ads are even harder to measure.