We have to be real here, that nobody has ever really consented to being tracked in the way these giant sites do it. Nobody has looked at that form and gone "I'm perfectly OK with 1698 different advertising agencies knowing my real name and interests, every time I'm online"
They go "yeah, whatever, get that popup the fuck out of my face so I can read this fascinating article about some 19 year-old pop star's boob job".
Part of it should be legislation. Another part should be browsers rendering fingerprinting to be completely ineffective.