This is not new and on it's face a great thing for Google to do, but.... the cynical side of me wonders how much does Google actually benefit from this free money inflating ad prices on their platform for the larger players that will pay more. If the market is efficient then it is just a transfer from the larger ad buyers to the smaller non-profit ad buyers but also not seemingly a horrible thing. But one does still wonder...
Here is another facet to my cynical take on this. Google is basically printing large tax deductions out of thin air while boosting the bid rate on these ads.