Hasn't this always been the model?
That's hardly news or a surprise! They make money by claiming their adverts are better than TV, radio, paper & billboards because they are targeted using illegally gathered personal information. Even people browsing websites with [F] button who are not members.
Advertisers believe it, though the whole concept that targeting adverts make much difference might be fake snake-oil. I've bought a Laser printer or a toilet seat. Why would I want another?
There is a simple remedy which will not stop sites making money from advertising. Ban collection of user behaviour and data (actually in many ways illegal in EU 12 years ago, not just GDPR) AND ban targeted ads, ban 3rd party scripts and adverts with scripts. An image that is the same for EVERYONE with a link. Anything else is abuse.