[usrusr]

Yes, I think it's a fault line that has been waiting to crack for quite a while. Facebook has never been a good match for those big household-name brands because for them targeted ads add very little value over blanket ads. They begrudgingly pay a heavy premium on targeting only because some demographics have completely detached themselves from blanket ad media. That's not how a happy customer relationship looks like.

Marketing departments (or external intermediaries) don't mind the lower value proposition at all, because they get all those micromanagement opportunities and (perceived) necessities offered by self-serve targeting platforms. Huge opportunities to look important. I wonder how the management overhead per dollar spent on ads has developed in the last 20 years.