If the goal on the social level is to get valuable information to potential customers, then it would follow we should get rid of most tracking and most advertising. Most of it is disinformation and deception that buries lower-budget information in the stream of messages from those with the biggest pockets.
Advertising needs to be expensive enough that it is always dominated by quality of product and reputation spread by word-of-mouth, as this puts the power in the hands of consumers. This is critical for the healthy functioning of markets, because advertising distorts the natural expression of demand.
The current hype-fueled cryptocurrency craze is the apotheosis of advertising dominating product.
Ah, but this is not what the discussion is all about, is it? "Telling potential customers about their product" can be done with a static hypertext page, it does not require infesting the entire Internet with tracking parasites to profile every individual. And your "incremental dollar" can be spent on SEO to improve the visibility of your page.
I still don't see why customers want this. I would rather a company struggle to spend its ad budget effectively, and then conclude that it could better spend its resources investing in making a better product (or its employees, or its infrastructure, ..).
I don't have an econ background, so feel free to clear up what's wrong here.