So, I guess it is not just a tax on the poor and stupid. Everyone has to pay, company A buys ads, company B burns an equally large pile of money to cancel it out, and we’re just back where we started.
Your attention is valuable. Your data, your preferences, your identity--these are valuable. (They may be the only thing about humans that, economically, is.)
When you see an ad, your brain deploys coping mechanisms [1]. The tax isn't paid with money, but with time and neurology.
[1] https://www.researchgate.net/publication/363287602_Coping_wi...
Disclosure: I work for Google, but not on ads.
My point isn't that my paycheck doesn't come from ads or that I've washed my hands from that dirty ad business. What I meant was that I don't really have internal knowledge about ads, I'm not an authority, and also I don't speak for Google's ad business.
However, after I posted my comment I realized my statement, while true literally, was misleading, because I did intern in ads in 2015, which I had forgotten about when I posted my previous comment. So I'm sorry for that mistake.
With ads the big company gets 99% of the mindshare and the small one gets 1%.