Is the quid pro quo of the Internet in jeopardy?

Full article here https://bit.ly/3KjXikp

Advertising is a major economic engine of the internet. It is well known that consumers receive free content in exchange for giving publishers, content producers, marketers the ability to deliver relevant and targeted ads.

There is no question security and privacy is important, but security and privacy are not mutually exclusive. You can give up information without giving up security. If the Quid Pro Quo of the internet goes away free valuable content may also disappear. Without targeting CPM's (Advertising Rates) will be reduced, this means more ads or publishers could reduce content or institute paywalls.

Will you start seeing ads for things you have no interest in?

Will you start running into paywalls?

Will you be charged for the content you want?

I just don't know what to make of this article?