Dutch national broadcaster saw ad revenue rise when it stopped tracking users
Presumably because the ads are already hyper targeted, because the site is written in  Dutch! Now imagine you run an English ad for say, a local micro brewery in LA. It's totally obvious that you don't want to waste money on people who don't drink, don't live in America, or are 12 years old.Clearly there's significant diminishing returns to how specifically you target, but it's completely ridiculous to claim that untargeted ads are even a fraction as good.