> We as consumers and citizens need to stop assuming our governments and corporations will just do the right thing and not tread those ethically grey lines.

We—as in most people on this forum—can do much more than that. We can actually refuse to work for these companies, and to build such features. We can implore our colleagues to do the same, and inform our family and friends of these features, and suggest alternatives.

Yet many of us don't think twice about working for an adtech company, because of the prestige, compensation, or some other personal benefit.