Software engineers are indoctrinated to believe: "People only hate ads when they aren't relevant." This doctrine has led to over 20 years of mass data collection. It's a lie, and if more engineers dared to question it, we'd get a lot further on #privacy.
Between intent-based and content-targeted ads and history-driven recommendations (not paid ads) where the history is voluntarily handed over and aggregated across merchants by the user, that should be plenty to both serve advertising needs and to help people find products and services they want.
A social network for the 19A0s.