I think there's a touch of "my adversary is a super-villain" paranoia to the anti-tracking sentiments. I mean Facebook or Amazon get talked about occasionally f

I think there's a touch of "my adversary is a super-villain" paranoia to the anti-tracking sentiments. I mean Facebook or Amazon get talked about occasionally for being able to predict pregnancies or breakups an monetizing that. But, IMO, it's much overblown. Predctive analytics are not at that point, if they ever will be. The vast majority of ad targeting is a lot simpler than that. It's either common sense understandable (advertise nanny services to people who read parenting magazines) or trial and error. Trial and error is still the more powerful of the two. FB & Google have the option to scan your site, pick audiences and advertising strategies and run everything on autopilot. it doesn't work very well. If your strategy is to collect toilet break statistics, user listening habits or some other bit of "data" for a large number of free users than monetize it somehow, good luck.