There are essentially two types. Ones that cause interruption and the ones that result in engagement.
The first type is a one-way conversation focused on persuasion. A deluge of ads, sales and promotional materials. Across a number of platforms.
The other type aims to provide value to the audience by addressing their interests and/ or pain points.
As a consumer, it isn’t particularly difficult to choose between the two.
If you are a marketer, you have a choice. To interrupt or to engage.