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The best part is, that it's not proven that all this tailored ads really have the desired effect. Especially if many buy those ads. Most of them are useless because the targeted customer only choose one to buy from for a wanted product, if he is choice is based on ads at all.

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This is the real rub to me.

It would be one thing if you rip off all my data but I am constantly seeing ads for cool things I would never have found otherwise and can't wait to buy. Instead the ads are always shit that I never even consider.

If things were not tailored I would probably randomly run across products that are just outside my current taste but at least spark some interest.

The one who pays the most is the one who gets the spot. Tailored to make the most profit and you are part of a group of people who buy 'x' product. The group might be males, 20-25 year olds, sailors from Malta. You would expect ads for sailing equipment or vacations or beer. This group get's an ads for Corn Flakes instead. Why because Kellogg want to attract more young males and they may target a spot like sailing where they will sponser races and buy as many digital ads in that category as they can. You seeing cereal ads makes it seem very untargeted but in reality your data has been highly targetted to give you the unwanted ad.

This! Customer is served, except the customer is not the site visitor, it is the advertiser.

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