I don't think there's a large "advertising doesn't matter" camp. For most the real question is around the efficacy of certain types of ad buys, ad targeting, SE

I don't think there's a large "advertising doesn't matter" camp. For most the real question is around the efficacy of certain types of ad buys, ad targeting, SEO efficacy and the amount of fraud in the system. The real problem is that for large companies with brand awareness they're starting to find a lot of their spend may not be generating revenue. Ebay in the Freakonomics podcast turned of about $100M in ad spend with no loss of revenue. But smaller, companies usually don't have the staff/knowledge necessary to know how and where to use their ad dollars.