Targeting may increase what advertisers will spend per eyeball, but it also reduces the number of eyeballs they have to pay for.
Selecting a target audience may increase the cost that advertisers pay, but they don't have to pay for as many people
Selecting a target audience does not benefit advertisers
A baby is lying down.
A band performs for a crowd of people.
The pie-maker called.
A person is playing a game.
The room was once light, but now is dark.
They all fit into the same category.