Without ads users wouldn't stop using small businesses products. They would just go looking for them in places that aren't as monetized. When they do, the small business will get to keep more of the margin.

Part of that was because I used to work for a website that was an ads publishing platform.

And I'm here to tell you: More accurate metrics don't actually generate any kind of wealth. What they do is allow ad buyers to push down the prices they have to offer to publishers for clicks or lower the overall numbers of impressions they are willing to buy, based on the targeting metrics they have for the publisher.

More precise, fine-grained targeting information = fewer and lower value spends to gain the same conversion rate value.