Third party data and web user benefits

My topic is that the privacy given up by consumers or users for targeted marketing may be failing the to be beneficial in providing relevant advertisements and may not be a fair or transparent transaction in terms of user privacy.

The major unresolved question is whether or not target marketers to are accurately creating a consumer profile from data points in order for them to market relevant information.

What is known: target marketing is generally accepted as fact or truth to be one of the most effective investments of advertising dollars for marketers.

The disagreement: third-market parties that pull data from the users who do not have blocking for tracking are seen as perhaps unethical and the targeted marketing is seen to be potentially irrelevant or repetitive for the users.

The narrowest research question: Do the data points that are pulled from consumer activity proportionately make better a user's web experience in exchange for their privacy? Or do the data points that are often unethically pulled from consumer activity generate relevant advertisements for consumers?

What is the data I plan on using to find what is scholarly unresolved: -data on the profits for advertisements/marketers -the amount of increased clicks for users -the amount of third party sources that pull information -the systems by which the pulling of information is streamlines -the way that the user data is collected -the breach of privacy in the lack of transparency in terms and conditions and third party sites