Ads and marketing in general aren't binary. It's just that the ones that are only trying to grab your attention or build brand awareness tend to be on the more

Ads and marketing in general aren't binary. It's just that the ones that are only trying to grab your attention or build brand awareness tend to be on the more intentional and less helpful end of the spectrum of reputation signals. Things we like to label "good marketing" tend to be more towards the middle of the spectrum by sharing useful information as a way to build reputation. On the opposite end of the spectrum from ads would be word of mouth, like that coworker who everyone loves for their competence.