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I‘ve been pondering this question as well. Where I end up is that in contrast to email marketing (which is free and infinitely scalable) zapvertising requires proof of work and brilliantly showcases the spam prevention concept from HashCash. So the marketer must target potential customers that are more likely to gain value from an ad to not waste money. Feels more like a win-win scenario to me than current marketing models.

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Zapvertising is indeed an improvement over traditional marketing techniques. But still ... Right now the targeting looks pretty random, probably due to the limited size of the Nostr audience. Hopefully, going forward the target definition will improve and I will appreciate the usefulness of the zapped ads that will be sent to me.