Well, here's the thing ..I live in an ad-free world online and I'm OK with what leaks until I see/uncover some nefarious influencing or manipulation of my chosen content or product pricing. I kill ALL the cookies Privacy Badger digs up --currently allowing less than 25 out of 3800+. Other than what sites I choose to view naked ladies, I suspect VISA and Amazon each have profiles on file that would equal Big G's. I don't use vpns, so Time Warner knows where I've been, including the naked lady sites. If VISA, AMAZON, & TimeWarner have done a data swap, then -well, crap- they know pretty much everything.
Do not take this as a What's-The-Big-Deal post, as I'm very concerned, but I'm ok-ish with what I let them see because I'm aware, silo-ing, and occasionally self-restrained about what goes online. I do not bank online, for instance. Nor do I casually buy on strange shopping carts, even when it's more convenient. Content on my gmail is purposely benign, and never includes data regarding the extended family.