Please don't underestimate the value of metadata.

While it's true that the big platforms dominate web use today, don't forget that the concept of metadata includes when you actively surf on the information superhighway. That's valuable information for advertisers.

So is every DNS lookup related to the API backends of specific apps you use. And every random website outside the massive platforms.

These might reveal tons of information about you. Like:

Are you doing research on politics (and which flavor)? Do you worry about health? When do you access online banking? Which banks? Any tax filing software? Invoicing apps? Do you use shitty payday loans? Are you looking for dates? Are you gay? Which games do you play? Which car dealerships do you consider? Do you gamble? And of course, any particularly.. specific porn sites? Do you access banking, travel/flight booking, investment, shitcoin trading, adult or gambling sites in a specific pattern that might indicate mania or other mental health issues?

With metadata alone, your ISP has a thick dossier on your habits, with stuff therapists don't know about their clients.

I see. As someone who has practically zero knowledge of networking, I had misconstrued hostnames for something else, which I’m now too embarrassed to mention.

Very educational response though. Thank you.