profesionnel restoration on such a large paper poster will cost around 400 to 600 $ for cleaning and linenbacking
it looks like dust, you can still use a soft paper tissue, with a drop of water and rub carefully, I did it with some coke poster and got a good result
value on coke items for petretti's guide are for perfect item in unrestored condition so as it is it's worth on rage of 60 to 80 $ no more, it would be higher if the cardboard was in pristine condition. like most antique items condition is the most important thing