Either way, without going into the weeds on who's doing what, I think a higher bar is definitely in order and should be discussed for the companies that see a substantial amount of your activity; I call them service providers. That may mean that they can't use the data for that purpose. It's no different from walking into a store, say Target, and they're going to track your data as part of the store experience. That's probably acceptable and you can choose not to go to Target ever again because you don't like it. But if you walk into Target and then they track you outside of the store, everywhere you go, that's the problem you're speaking of, and that's where there needs to be a higher bar.
On February 5th, 2019. See this statement in context.