Charmin is likely doing brand advertising, however, and Facebook's ad network will likely still have greater demographic-targeted reach than other options. If

Charmin is likely doing brand advertising, however, and Facebook's ad network will likely still have greater demographic-targeted reach than other options. If nobody is allowed to build a demographic profile for cross-site cookies, the biggest negative impact will be to small sites. Previously their ad inventory could be relatively high value because it could be assigned targeted ads at scale, without site-specific work or having to trust the site itself. Now the site will at best self-report their user demographics. (1) they probably have poor visibility into their customer demo without something like Google Analytics to guide them and (2) it's difficult for a third party to verify any demographic composition they claim. Ad targeting on these will likely be content based. I suspect this inventory mostly won't be eligible for lucrative display advertising anymore, if it was before.