It does not benefit you, at all. It's for the benefit of the companies', nothing else. They're just going to use mental gymnastics in order to make customers believe, it's going to benefit them.

More relevant ads and targeted offers of course. Now whether you value that as a consumer and have a realistic way to avoid it is an entirely different question.

More relevant to whom? Shop, vendor?

We cant get relevant ads done properly on the internet and we'd have better ones based on age/gender?

> More relevant ads and targeted offers of course

That just begs the question.

"Offer will be more calibrated to your needs" and other bs like that.

> And what exactly is the benefit for me as a customer?

Exactly none, of course.

If I can't avoid being tracked and targeted in stores, then I might as well do all of my shopping on Amazon. At least they deliver.