Targeting may increase what advertisers will spend per eyeball, but it also reduces the number of eyeballs they have to pay for.
Selecting a target audience may increase the cost that advertisers pay, but they don't have to pay for as many people
I believe that the issue of whether and how much to increase SES pay must be discussed within the context of how to make any pay increases variable and performance-based rather than across-the-board and fixed.