here is why big boys need to worry , this is just stage one , ask thequartering he knows about types a ads the best ones are all atm on the monetized people now they will be shared wiht non monetized. Stage 2 will be to put lesser ads mixed wiht a few good ones on the big boys and put the best ones onto non monetized content to maximize revenue
after all why pay the big guys when they can jsut rip off everyone else like a slave labour market