It's not just ads though - as someone who runs NoScript in Firefox the number of 3rd party ad targeting and "audience enhancement" stuff I see that gets pulled

It's not just ads though - as someone who runs NoScript in Firefox the number of 3rd party ad targeting and "audience enhancement" stuff I see that gets pulled in to most sites is crazy - some sites pull in stuff from like 20 different providers. It's this ad retargetting that follows you around the web that personally bothers me - I know not everyone cares (and some even welcome it) but seeing how much tracking is going on makes me really glad I'm running NoScript and ad blockers.