There's a pretty strong argument that it doesn't, at least in many cases. Cory Doctorow's How to Destroy Surveillance Capitalism is one long-form answer to that question.

https://onezero.medium.com/how-to-destroy-surveillance-capit...

I'm not convinced he's entirely correct. Marginal improvement over other methods may be useful, and there are some cases, notably political advertising aimed at dissuading target groups of voters from participation, which may be at least sufficiently effective to be useful.