Re: I'll never get the marketing people's valuations...
I have absolutely no idea what real world metrics marketing people use to value the personal data for an individual. I'm a good example of an edge case in their world; I'm 100% unaffected (in a positive way) by any advertising. I have never bought a product or service based solely on an ad. Yet, there are apparently billions of drooling idiots out there who will buy whatever the advertisers tell them to.
No, that doesn't mean the advertising is wasted, it probably makes you the advertiser's wet dream: you haven't understood the intention of the advertiser so you can't apply skepticism in the appropriate direction.
Advertisers do not expect to be able to plug any old crap and random members of the public simply to buy it unquestioningly. They do know that if you are to buy their product then firstly you must know that it exists and is available: either that their offering is among the options you have when considering a given purchase, or that their product will provide some real benefit to you, even if prior to that you hadn't been considering a purchase.
Suggesting that people will buy a product simply because they have seen it advertised is utter naivete and the advertisers know that - ultimately the need has to be there. Indeed, this is why the personal data is valuable to them, so potential customers can be targeted rather than a much wider group, most of whom simply who never would buy that product. If you have ever gone to manufacturer's websites to get data on products before making a considered purchase you have responded to advertising. If ten or twenty years ago you ever picked up a copy of e.g. Computer Shopper and waded through hundreds of pages of ads to find the best deal on X you have responded to advertising. That is the response the advertisers are banking on and the one you fail to recognize even exists.