This is the market that powers the advertising industry, which in turn powers most consumer services, and billion-dollar companies. It's not going away anytime soon.
Individuals are generally unaware this even exists. Even if they are, few are willing to fight it; and even if they are, there's hardly anything an individual can do to change this.
Regulation needs to exist to prevent this, but considering governments are likely also using this data, and that lawmakers are in bed with lobbyists, the chances of that happening are also slim.
