> The business incentives keep the surveillance ticking over, Choudhary explained. "Surveilling and predicting human behaviour is the new economy," she said. "It also means more effective tyranny, an increasingly inescapable prison for the human race."<p>I agree with him in principle but in practice this is simply not working. People at large have been getting better and better at outright ignoring every ad they see, the pervasiveness of ad-blocking technology has never been higher, it seems like every item from the ad company's lately is highlighting that viewership and engagement is plummeting at a record pace.<p>I'm not saying this isn't a fight we need to win, but it seems we're winning it pretty well. We still need to work on the privacy end of things (I think that will be coming in a big way fairly soon) but in terms of advertisements controlling people? With such a high amount of said people blocking and ignoring, I find it very hard to believe. Even if their targeting is better, the fact that people can so effectively ignore ads that are targeted to their exact behaviors makes it seem unlikely.