Advertising and marketing is about creating a story. Coke will spend a billion on the story that a coke add in your feed, and one during the game, will get you to buy a coke at the gas station on your road trip or something.
Social media, and the internet in general, also provided better targeting and reports than ever before. They get tons of advertising money because they can make a report that the ad was seen X times and clicked Y times, that makes their advertisers happy.