If old media advertising is so great, then why is it necessary to collect more and more data about individuals, up to the point where you can target them personally? Would you call TV advertising a productization of the consumer?

Why do e.g. FB not offer a level of service that is viable without personally identifiable information being used for targeting?

There seems to be a BIG difference in the effectiveness and mechanisms of statistical target groups vs. individual targeting. If you've followed the Cambridge Analytica scandal, you know to what degree this information can be abused.