I've always been so interested in this as well, I also have never once (intentionally that is) clicked on an ad in my entire life. I can actually see myself doing so if the product was something I was interested in, but it almost never is. I've found I actually tend to think less of a company if I'm seeing a lot of their ads. I don't know if I've ever met anyone who has told me that they clicked on ads. I have no idea who these people are. Most of my friends even non-technical ones now, use ad-blockers by default.

Sometimes this will turn into anger toward a brand even, like when I'm visiting family over the holidays and I momentarily remember just how bad cable television ads are. I just start to legitimately hate a company because of their ads. I wonder how many companies calculate value lost from an ad because of annoyed people.