I think it's a matter of degree, not absolute. You can do targeted advertising without being invasive. If Facebook wants to target ads on their site based on i

I think it's a matter of degree, not absolute. You can do targeted advertising without being invasive. If Facebook wants to target ads on their site based on information I have entered in my pubic profile I am okay with that. If Google wants to target ads based on keywords related to what I am searching for at the time I am okay with that. It's when you start tracking across time and across sites and inferring things I may not to have public that I think it gets invasive. Google and Facebook know they are being invasive. They specifically don't allow advertising on things that might trigger people and make them realize how invasive they are being. For example, you can't start retargeting people who searched for information on erectile disfunction with ads for Viagra. People would rightfully get upset about that level invasiveness. Instead of not being invasive, they just don't allow the things that would trigger people. If people in general were made to realize how creepy all the tracking is, laws would require advertisers to change. Given the option I would prefer that not being invasive be the default. If that makes things slightly more expensive, so be it.