Advertising is only able to exist when there's centralized entity controlling the presentation of the content. TV and radio are good examples — your receiver simply plays whatever is on air, and has no idea what's in there. Social media services like Facebook strive to control the experience end-to-end precisely because of that too, and that's the reason why public APIs for Facebook and Instagram got reduced from "enough to build a third-party client" to "you can post, getting any info for the current user requires a manual review, and you can't do anything else".

Contrast this with email and phone, the only successful federated systems. Spam is illegal in some countries, and there's a concerted effort by everyone to fight it.

When no one controls the whole experience end-to-end, there is simply no technical possibility to expose you to something against your will. This is why decentralized social media is the future. I just can't see how Facebook could survive much longer unless there's a drastic change of some sort.