> I don't understand how any of this is good for me as a user outside of the broad idea of "ads pay for things, so you should care if advertisers are happy." I

> I don't understand how any of this is good for me as a user outside of the broad idea of "ads pay for things, so you should care if advertisers are happy." If it works, the improvement for users is that it provides similar monetization for sites (which benefits users in the broad way you described) but without advertisers tracking individuals across sites.