One thing I don't understand, is why people don't change the data!
Why does the stuff collected have to actually be about the things you do? why not spoof it, give them crappy data.
With crappy data, the collection outfits can't know if what they know is what they know.
A conditioning is with many sites asking for real personal info, it's tied to bank accounts, verified with phone calls etc. Great! it's you, definitely you and all data coming to them is going to be about you. Nope, doesn't have to be.
Personally, I search for 'dumb s#' frequently

You could take an interest in fly fishing, follow a pop band on Twitter, look at scuba diving gear, angel cake recipes. It's not what interests you BUT the data collection outfits sponge it up to use as your profile. It's bogus noise that ruins the data set.
Prime example was recently. I started looking up local golf clubs, originally was wanting to find out about the prices of the lead weights on the end of golfing sticks but went from there. So far, I've had 3 golf related magazines delivered to my door LOL
Their data is wrong.
Extrapolate that into different areas of life.
Basically, do things differently. Download hidden object game apps that you'll never play, join an XBOX forum, look at bathroom tile prices, tell the world about your rescue dog Petra.
Now, if you'll excuse me, I have to check some special offers on water beds and plan my vacation to Cancun.
Yours sincerely
Desmond