One philosophical question I have been wondering recently is whether this problem could not be addressed by removing "real life" identity from the equation.
I don't think personalized ads would be nearly as obnoxious if I knew that the ad matches my browsing history but has nothing to do what name shows up on my passport.
Most of what people seem to take issue with is their personal identity in addition to the tracking.
The tracking for the purposes of relevant ads would be identical from the perspective of the advertiser (efficient/profitable) but much more private for the user.
I don't think personalized ads would be nearly as obnoxious if I knew that the ad matches my browsing history but has nothing to do what name shows up on my passport.
Most of what people seem to take issue with is their personal identity in addition to the tracking.
The tracking for the purposes of relevant ads would be identical from the perspective of the advertiser (efficient/profitable) but much more private for the user.