The cafe putting up a sign, hours, and a menu in the window are forms of advertising. Based on your other comment, I suspect you are painting with a brush of "all" when you mean digital advertising or targeted digital advertising.
But offline advertising generally isn't exempt. Screw billboards cluttering up cities. Screw flyers cluttering up my mailbox. Screw print ads cluttering up magazines.
It's all an assault on the senses in service of extraction. It's a non-consensual invasion of the mind.