You probably get used to the way the Internet works... you look up one topic, one time, and next thing you know, all the ads on your browser pages relate to that topics. So what other information about you is being collected?
The issue of "surveillance capitalism" is being taken up by a project called "The New Organs," which investigates and publicizes what corporations do with our information.
Sam Lavigne and Tega Brain are the names behind the project.
They visit with news of their work and its effects.