This article on Advertising Age is crystal clear to me. And for some reason reinforced the faith I had in Apple and induced a new found respect in me for Amazon. As a consumer, Ads suck (this is another reason that I am not a big fan of Google) and more so for me, as I consider myself a smarter buyer. Hear me out. If I want to buy something I tend not be influenced by Ads and generally like to do my research, before I make a decision and hence Ads in general are useless to me and actually are an irritating experience. Ads of course are great for Ad makers and people who make money out of them, but most of the times, through dubious means (check out the Squarespace's Super Bowl Ad that nails the Ad scene of the modern Internet so well).
Hence as usual you can't have your cake and eat it too. Either be loyal to your customers by protecting their privacy like what Apple does or be loyal to your Ad partners, by selling them your customer's usage information, like what Google does. Reaching a mid-round in this is very difficult and no company has nailed it perfectly yet.