Why would it benefit society to get less targeted ads as opposed to more targeted ones?
Because more targeted ads require a dangerous and abusive system of pervasive surveillance while less targeted ads can still be targeted without hurting as many people in the process.
I don't think they require it.
A targeted ad can be as simple as geolocation via IP address and showing local businesses.
If I am Tylor Swift fan I should get her merch advertising only when I am visiting swifties forum or group - but not when I am checking my fishing forum where I expect fishing gear ads. But nowadays I get adsg
If I were selling widgets I still greatly care about knowing who buys a billion widgets a year and will pay good money to find out.
Creation of global markets with interconnected networks to track and share detailed personal information about mental states, political alignment, sexual life and more is the problem.
The plural of anecdote is data after all.