Different context but in 2012 eBay stopped buying keyword search ads and nothing happened

https://hbr.org/2013/03/did-ebay-just-prove-that-paid

https://www.forbes.com/sites/augustinefou/2021/01/02/when-bi...

That's only surprising if you mistakenly imagine ads to be about competition. Instead, ads are about getting you to consume things you don't need, and since no one needs Coke,lless advertising -> less sales overall. Of course, that's only a bad thing for Coke, and should be encouraged actually.

citation?