Advertising as we know it is well and truly dead, and I don't think Facebook or Zuckerberg are the right entities to push for change in this field. They've already demonstrated their bad faith and maliciousness.
There are ways to make advertising ethical, but Facebook definitely won't do that, as they currently profit from the negative externalities & bad side effects of the current advertising model. Doing advertising ethically will be a serious downgrade from their current income, and while it's still a big chunk of money they for sure won't like it and will never do it for this reason.