> This is already the case for most newspapers.

I just gave an example of the NYTs stance on the position. Can you find me a newspaper that doesn't say that?

> Pre-filtered segments

Which party has the information is not of relevance. That any one has it at all is already a problem. I don't care if it's advertiser sending the newspaper ["football shoes"] and the newspaper matching it with the fact that I'm interested in ["football"]. If I pay, I want none of that at all. Not even one side of the process should take place.

> Only mobile apps

Yes yes.. it was an example. Again, stop being obtuse and missing the point. You and I both know the extent to which browser fingerprinting and other techniques are used. Not to mention the larger along the news websites also have mobile apps where they employ similar techniques.