This is not entirely correct. It comes back to CTR (click thru ratio) and with the loss of 'targeting' then the CTR will plummet unless the platform reverts back to 'market targeting'. That is, websites will need to choose the class of ads on their websites, and the more irrelevant they choose, the less they'll get paid (because CTR will drop). So, from a small advertiser's perspective, they'll need to make sure their ads only appear on relevant websites (eg. tech on tech sites, milk shakes on food sites).
A one-man-show (eg a plumber's business) already knows that social ads work better for them anyhow. Maybe billboards and local classified ads will make a resurgence as a result.
Edit: I should add that Goog is already ahead of the targeting ads for the small local business, with their "my business" product, which allows you to search locally for businesses.
This is not entirely correct. It comes back to CTR (click thru ratio) and with the loss of 'targeting' then the CTR will plummet unless the platform reverts back to 'market targeting'. That is, websites will need to choose the class of ads on their websites, and the more irrelevant they choose, the less they'll get paid (because CTR will drop). So, from a small advertiser's perspective, they'll need to make sure their ads only appear on relevant websites (eg. tech on tech sites, milk shakes on food sites).
A one-man-show (eg a plumber's business) already knows that social ads work better for them anyhow. Maybe billboards and local classified ads will make a resurgence as a result.
Edit: I should add that Goog is already ahead of the targeting ads for the small local business, with their "my business" product, which allows you to search locally for businesses.