I believe companies only need a way to make ads statistic more reliable. I think when stuff like BAT ads start running we will see companies coming back to online ads because they can be certain that users are actually watching them and not just using bots, etc...
There are many new ICOs based on ads revenue that plan to reward or give free services to users in exchange for watching ads. I reckon companies need advertisment, they just can't live without it.
As for data, most of the ads are based on what data they collected from you so that's not going anywhere too!

We'll have to wait and see, but I think this is just a short term slow down of the industry.