Re: Besides
Ads are probably more successful than you think, this group of commentards is probably unreprsentative. I mean, if they didn't work at all, El Reg would have closed down long ago.
Digital ads are generally compared with direct mail shots which have success rates of around < 5%, I think. Digital ads have success rates of around < 0.1 % for scattergun but this rises as targetting gets more granular, though apparently mainly for political ads (which might explain why many product ads eschew too much targetting), but digital ads only pay for succesfull clicks, whereas direct mail has to pay for all.
This is a simplified, and not wholly accurate view, of the situation that advertisers and content platforms use in their auctions (throw in some game theory as well) when deciding prices.