I have worked in digital strategy and advertising for my entire adult life. I buy advertising based on the data that Google and everyone else is gathering. Like millions of dollars a year. And I can tell you first hand that the tracking data is garbage, and frankly, at least for the foreseeable future, not something you should really be worried about, with one caveat. Advertisers are not the enemy, government and political agents are. ie. cambridge analytica. That is how you use this data to do harm.. We see literally thousands of advertisements a day. Does it *really* matter if my search history led to me seeing a different banner today?

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Admittedly, I do use Chrome, so naturally Google Search, but I nonetheless agree that Google knows far too much about us all. That's partly why I don't put too much through Gmail/calendar/all that jazz. I should probably give DuckDuckGo a try though. For now, and I'm sure this is the same for much of the population, I'm programmed to automatically go to Google.
Everybody who uses the Facebook-app agrees that his/her entire phone book is uploaded to Facebook. This means that even if you're not using Google, not using WhatsApp and don't have a Facebook-account, your name, phone number, birthday and likely your address is already in Facebook's databases as soon as one of your colleagues uses that app - and this WITHOUT even asking you if you agree with Facebook having your data - thank your friends for uploading your data without asking you first. If there are more than two or three of your friends who use the Facebook-app, Facebook is already able to profile you pretty good according to your friends, their friends and all their preferences - without asking you for any agreement for this profiling. Comparing to that, I prefer Google's style of data-collecting since they show you very transparent that and what data they are collecting - and you still can opt out (or even have to opt in in first place) from everything. The true "privacy-enemy" are Facebook and similar, not Google...
The thing is not using Google search doesn't mean your privacy is take back, it just means now you have given it to some other search engine. Really, even if you don't use a search engine you still don't have any privacy. Cameras are everywhere and you buy things in stores, online etc your info is in apps, the government owns you... Everyone owns you to some degree. So you and everyone trying to make Google out as the sore evil above everyone else isn't factual.
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"Political targeting" is the biggie. Because if their enslavement-apparatus is actually used for this nefarious end, how can any potential revolution be organised when no-one has privacy any more? Never going to happen? Think about it: why wouldn't 'they' enslave us, if they can stop you revolting, through knowing your every move before you do, due to years of spying on you? Unprecedented in human history, is this level of power. Think!
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