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Surely there aren't 1% buying? I mean, I must see a few hundred "targeted" ads daily yet have never made a single purchase that's been positively affected by them. On the other hand, I've avoided many travel agents, mobile games, insurance companies and online retailers because their advertising seemed a bit desperate so I didn't trust them.
I'd be shocked to learn anyone I know has ever bought something based on an online ad, but expect most have avoided using a given company because the ads put them off.
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The 99% that's skipped is baked into the cost of the 1% that buy.