It is using advanced techniques for profiling, but profiling is pointless if people don’t see ads. And what’s I think that is happening - people are avoiding advertisement like a plague, more than they did before.

now that we are in the enshittification phase

Yup. More specifically, the first step behind enshittification:

• 0 - the platform is good for the users
• 1 - the platform is bad for the users, good for corporate customers
• 2 - the platform is bad for corporate customers, as it claws back profit for itself
• 3 - the platform dies