Earlier quoted context omitted.
> Targeting this advert to most likely be seen by people who actually had been thinking of buying a hat shaped like sporting equipment is still a good idea too. Not if that targeting is done using data gathered about me without my consent -- as it almost universally is. Targeting based on context (what sort of website the ad is on, for instance), is fine.
Data about you is not your data. Anyone can stand outside and watch what people do and take notes. That doesn't need your consent. It's the same thing here.
Stop thinking about data ownership. Ownership is irrelevant.
It's illegal to process any data about an identified or identifiable person unless you have a lawful basis to do so, and there are only a half dozen of those. "Because I own the data" is not one of them.