That's how brand marketing works, and maybe those ad budgets aren't going to budge much, but the great swaths of performance marketing budgets are going to get

That's how brand marketing works, and maybe those ad budgets aren't going to budge much, but the great swaths of performance marketing budgets are going to get a big haircut. Performance marketing companies will spend as much as they possibly can for incremental profit, the budgets float based on the results. So the cycle goes: Worse Targeting -> Lowered Performance -> Lowered Budgets -> Lowered Publisher Revenue