The way they've worked for the last 400 years. The ads are tailored to the content, not the individual reader.
If you've every made the buying decisions for an organization, you've been targeted individually before. Through digital economies of scale, it's less expensive to do with consumers now and allows for publishers to get paid to generate content at the same time.
Mellanox seems to think I'll drop 50k on NICs again, and I need to be reminded that last time I bought from them. It's been 11 years since.