Companies should be doing testing to check the efficiency of their ad spending. If they're happy with the Spend/Sales ratio then it is irrelevant whether they

Companies should be doing testing to check the efficiency of their ad spending. If they're happy with the Spend/Sales ratio then it is irrelevant whether they pay $x for 1000 impressions->10 real views->1 sale or $x for 10 impressions->10 real views->1 sale. If they are not doing their homework, that is on them. And frankly, 90%+ of advertising is a blight on the environment whether it's online or broadcast or physical so who cares.