> They might be 5% better, but is that enough to justify the amount of data collection? Now this is a nuanced take I am here for. I think if we put a value on

> They might be 5% better, but is that enough to justify the amount of data collection? Now this is a nuanced take I am here for. I think if we put a value on personal data, much like a carbon tax, personalized ads would instantly become less profitable than contextual. In a heartbeat. No, the increase in efficiency is not worth the data collected. However with improvements in machine learning, behavioral ads will get even better (this is happening as I write this). And that value comparison may flip yet again.