> except for privacy-minded users

...that's like saying "high standards of medicine are bad except for hygiene-minded users." The fact that the user has other concerns in their life doesn't change the fact that it's still bad for them.

It might be good for supply (publishers) short term, but it's worse for demand (advertisers) and for ads quality since it removes personalization opportunities. An open-market like RTB where offer meets demand is more efficient (except for privacy-minded users which aren't even part of the transaction). It's also worse for supply long-term as it ties them more to Google and FB, or to a non-scalable contract negotiation process mad-men style with a handful of advertisers.