I recall an interesting interview I had with eyeo, which bought the original Adblock Plus extension and have since been pushing for their "Acceptable Ads".

  - Do the ads still track users?
  - Yes, but they are not unobtrusive
  - Yeah, that is not acceptable.

One follows from the other. Tracking, matching and profiling of individuals isn't done for kicks, or because evil governments are asking - it's done for two reasons:

- Tune the advertising to best manipulate a particular person (think of it as a PID controller tuning inputs to a system);

- Ad attribution - i.e. determining which companies in the advertising chain should get paid when a customer buys something from someone.

Restricting the shape and form advertising is allowed to take addresses the driving factors behind privacy violations.