if there are no targeted ads, cpms have no way to go but up There is only so much inventory to sell in walled gardens, people don't spend all their time on FB

if there are no targeted ads, cpms have no way to go but up There is only so much inventory to sell in walled gardens, people don't spend all their time on FB properties. And if apple makes it more difficult for FB to target users, the line between targeted/untargeted gets blurry