>Alexa uses the data we give to it by speaking and performing actions via downloaded skills - is very similar to all ad platforms, conveying user intent into ad profiles.

There is an argument that this is more privacy conscience than other ad platforms. One needs to say the word "Alexa" before Amazon will collect any potential targeting data. There is an active and distinct choice that must be made before every interaction. That isn't true for Google and Facebook. They will collect data in the background while you are doing other things. There is much less transparency in when and how they are collecting their targeting data and therefore we have much less agency in the process.