"Don't need" is relative though. Just like the term lizard brains. They're both simple models. There are lots of cases where ads will sell you things you will need, just like there are lots of cases where humans make wiser choices than lizards.

If you want to defeat advertising, you have to acknowledge this side, otherwise you underestimate its brilliance and role in human wellbeing and productivity. Until you can carry its strengths forward without its weaknesses, it will keep propagating as the solution with no end in sight.