Thanks to data collection and aggregation, the ads are targeted better, and thanks to that, the sites are earning more, and thanks to that, small scale content creation is a viable career. Now that ad revenue will be most definitely cut down to almost zero, a whole sector of small content creators will be destroyed and move to centralized platforms such as Facebook will be encouraged (because only on centralized platforms enough data can be collected in order to properly target ads, because that is the only remaining way how to have at least some audience and because it's free).