I know it'll be considered a hot take, but I'd argue that people don't even know what "tracking" in the Internet context even means enough for their supposed "preferences" about it to be valid.
90% of non-tech-nerds have this simple of an opinion about it:
1. Retargeting ads are "creepy" because ... "they just are"
2. Retargeting ads either annoy me because I think they're dumb in that particular instance ("I already BOUGHT a phone case last week, it's so dumb that it keeps showing me phone cases all day!") or because they're too good ("I gave in and bought the juicer after I kept seeing those ads all around the web") and I don't like spending money.
The rest of "tracking" they don't even know anything about and can't verifiably point to any harms.
Data brokers acquire data from thousands of different sources - many of which aren't stemming from Internet usage - and most of the browser data relevant here isn't tied to their actual name and permanent identity (and doesn't need to be to serve its purpose which is usually "to show relevant ads" and the more specific case of "to get people to come back and buy things they saw").
Honestly, just like people are annoyed by pushy car salesmen, and being asked for a "tip" at a self-order kiosk counter-service restaurant, they are going to be annoyed about aspects of the commercial Internet, and it doesn't automatically mean that they're being victimized or that they need regulations to try to help.
