Which advertisers pay more? Am I thinking in the right direction?

I will try to explain in the best way I can. For eg, if I am focusing on an Asian country and searching on what's trending there, I am bound to get ads from companies from that region and they will most likely pay less for ads. While if I target audience in US or UK (by finding what's trending there) the advertisers there will be willing to pay more..

Am I right?