>

Don't get me wrong, I've seen ads for products I'm already familiar with through having bought them before. I suspect the majority alive today tried Coca Cola before ever being old enough to understand an ad for it.
However, I genuinely seem to get the same dozen or so ads on an endless loop (excluding the mobile games advertised which I'm sure we can agree are essentially scams). I remember Coke's Christmas ads from childhood, but haven't seen one in years. Meanwhile, I can tell you I will never organise a holiday through Expedia, insurance through Direct Line nor download any dating app no matter how heavily they advertise to me.
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The 99% that's skipped is baked into the cost of the 1% that buy. >

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. >

Great. No, it's not actually 1% obviously. Using an example. 
Advertising does work, which is why it is a big business, and you're just the cost of doing business. If you never buy a product that you've ever seen ad for, I'd be somewhat surprised. Lot if it is simply subconscious, building brand awareness.