They pretty much do. Non-targeted ads will either require an unreasonable amount of effort to disseminate or they will not be relevant to the vast majority of people that see them. Contacting different sites about a specific topic to show your relevant ads is going to take an incredible amount of work.

What's probably even worse is if we get a situation like on YouTube, where it's just the same 5-10 companies buying ads for their products. This means that content creators will advertise NordVPN on their site, even if the product itself is bad, because you only have these few options to choose from.