How to build distribution in today's age?

I seem to be at a loss as a marketer in the age of noise and hidden ads. Google meta and Amazon control most of the global online ad market and distribution channels.

If you have enough money to throw on ads, great. Maybe you'll get somewhere and figure it out.

But unless your product is exceptional and so is your luck, you will most likely get beaten by an average competitor with deeper pockets.

Building distribution has become all important these days. Can it be done without spending a lot of money though?

The only possible solution imo seems to be building a personal brand. But not everyone's interested in being a creator either. What options do they have?

Marketing and sales walon, any thoughts?