One pays money in order to buy GQ or Vogue and gets both content and ads in return. On the internet, you usually don't pay anything for the content. In return

One pays money in order to buy GQ or Vogue and gets both content and ads in return. On the internet, you usually don't pay anything for the content. In return, (1) you get to see ads, (2) whatever information about you can be harvested is potentially made use of in order to make money (other than that obtained by publishing ads). To be clear: advertising is ok, but using the information somehow obtained by an individual for further advertising is not.