Most affected by Apple’s shift in privacy rules are small businesses

First, let’s start by looking at anonymization/aggregation in theory. If it works perfectly (which it often doesn’t and that’s pretty much the point), no user will see any ad that reflects a specific purchase they made or piece of content they looked at/listened to/watched.

Per this computer world article it seems that Apple is making it easier for users to opt out of seeing ads specific to their search history. If that's the case, this is going to make things much more difficult when it comes to ads...but its not like most IHers have wide ad budgets anyways