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The pertinent question is what percentage of advertising is "BS".

We are still in the infancy of the internet and its one dominant usage, the www. It is possible people are overspending on, e.g., www and "in app" advertising because no one is sure what methods or amounts of spending are truly necessary, as "e-commerce" accelerates.

It is a similarly sad state of affairs when people extrapolate the success of some companies engaging in www advertising as a business to mean that current trends towards purchasing www advertising are all backed by objective, empirical evidence and will persist indefinitely. Looking at what has been revealed through litigation against Google and Facebook,1 it appears there is a substantial amount of opaqueness (non-transparency) required for these internet advertising companies to remain successful.

1 Not to mention what will be disclosed in the future.