According to Cory Doctorow, Proctor&Gamble - one of those giant corporations that each owns 20% of the food supply but doesn't use their own name as branding -

According to Cory Doctorow, Proctor&Gamble - one of those giant corporations that each owns 20% of the food supply but doesn't use their own name as branding - cancelled $200m of online ad spend and saw no change in sales. If more companies realise this, what happens?