Obviously platforms get advertiser dollars, but the question is what the business paying for that gets. The answer is.. almost nothing? Dedicated marketing/advertising resources at your business is probably just a fifth column, where shareholders and business owners are swindled into paying the salary and other maintenance for people who are actually working for google/facebook/amazon/whatever.

Source? Like 20+ years of ubiquitous surveillance, tracking and micro-targeting.. and yet non-pet owners still get ads for dog food, males get ads for feminine hygiene products, single people are offered deals on family vacations, and people who just bought a car get car advertisements for the next 3-5 years which only taper off when it might actually be time to buy another car.