Additionally, I wouldn't say behavioral tracking is implicitly always nefarious. Speaking as an app developer the analytics we get from users is 100% anonymous and not used for anything more evil than just helping us design and improve software. Usage data like that is gold to us because most people don't leave/send feedback, especially the ones we really want to hear from, i.e. the ones who stopped using it.
I think we need more regulation in the web industry in terms of how we're allowed to collect data, how we must store it, and have serious penalties for those who break those laws.