The finer point is where these tens of billions came from.
All of it was ad money, and a lot of these innovations were also targeted at better dealing with ads (Flash died because of how taxing it was, mobile browsers just couldn't do it. JavaScript perf allowed these ads to come back full force)
The net balance of how much web technology advanced vs how much ad ecosystems developed is pretty near 0 to me, if not slightly negative.
All of it was ad money, and a lot of these innovations were also targeted at better dealing with ads (Flash died because of how taxing it was, mobile browsers just couldn't do it. JavaScript perf allowed these ads to come back full force)
The net balance of how much web technology advanced vs how much ad ecosystems developed is pretty near 0 to me, if not slightly negative.