This is exactly why the current ad model is broken.

Users are tracked without real consent, advertisers still waste budgets, and everyone loses except the platforms collecting the data.

What’s interesting is that you can actually build effective ads without spying at all — by targeting intent signals instead of identities, and rewarding users transparently for engagement.

The tech is already there, but the incentives are still backwards.

This is called contextual advertising. It's becoming more popular as cookies are becoming less effective.