Honestly I wish I would get more targeted ads for the stuff I look for, when I look. Instead, for some, it happens that after I buy them, I get repeated ads after couple of weeks or even months (like, invoice is on gmail, photos of the object on my phone, but nooo they want to trick me, so they still send me more ads of the same shit that I will not buy again in years).
Seriously, I think the tracking is as crappy as most software is. Sure, it might identify one/two keywords and throw ads at you, but it does it a dumb volume way that corporations work, not in a smart "we know everything about you way", that a true geek might implement.
Right now the amount of data about you companies have is just massive. Everywhere you are at every moment of the day, who you were with, what you talk about, everything you buy, and every website you visit, what your mood is, what your level of education is, how you react to stress, it's all too much information for companies to extract useful data out of right now. AI is going to help with that. Unfortunately, like everything else AI does, it will do it pretty badly and with lots of errors and hallucinations. The companies using AI won't care though as long it works enough times on enough people that they make money.
To make matters worse, ads are only a small part of what all that data is used for. It's the thing that's most visible to you though, so you can imagine that if your ads show that companies think the wrong things about you that HR departments and other companies you interact with offline probably do too.