[mononcqc]

This thing about discount on axes would likely still happen without tracking. Tracking in itself will allow to do things like do frequency capping (do not want to display the same ad 400 times to the same person), give higher values to displaying ads many times (second time is worth more!), or to display ads to someone we know has visited one of the ads' customer websites.

The general idea is to be able to do this kind of regrouping, and it is, for all purposes, anonymous past what a browser can usually send (IP addresses allowing to derive geographical location) unless you try to use tracking to generate some very precise information on a user. This is generally useless to do because real information will come from third parties and you don't need to do all that work by yourself.

That is to say, I'm much more worried about a company like google doing tracking when they know my mobile phone number, age, gender, name, occupation, etc. Than any third-party tracking business that will pretty much never know these things for sure, except when a business like Google or Facebook will tell them about it.

In general though, all of this tracking is much less worse than whatever use of a credit card I make, given they openly do much more invasive searches and can do far more with this information than most online businesses, limited to displaying ads that might or might not fit my likings better.