There is a form of advertising that doesn't invade your privacy and doesn't need metrics. It is called "context sensitive" advertising. This is what happens when you go to a web site dedicated to pets and you see advertising related to pets. It's reasonable to assume you have an interest in pets; otherwise, you probably wouldn't be there. No metrics required. "Personalized advertising" is what happens when you go to…
Personalized advertising has one key property that is very useful to this generation of Internet companies: it moves the ad dollars away from websites selling ads (aka "publishers") and to the networks (Google/Facebook). If you're, say, the NYT, you can sell ads, of course. But anyone who wants to buy ads on NYT can instead buy ads on other websites that only target NYT readers. Which are much cheaper. This is why ne…
Are they? According to whom and compared to what --- the ad networks themselves? They control everything about this game.
It's possible for someone with deep pockets to build an ad network that operates in a similar manner and offers pretty much everything Google and Facebook do minus the privacy invasion crap.
The only essential difference being how the ads are targeted. Instead of targeting individuals, the web content they are looking at would become the target --- based on the blatantly obvious "metric" that the individual must have at least some interest in what they're looking at.
This should actually be easier/cheaper to implement and maintain (no personalized metrics) and thus the ads should be less expensive. The main reason this doesn't exist in a more popular form --- Google/Facebook have sold advertisers a big load of their own marketing hype and used this to effectively monopolize the market.