The absolute most insidious thing about this isn't the technology at use here. It's the complete and utter normalization of ads. Google doesn't even consider a world where ads don't exist, they're pushing the narrative that they are a normal aspect of life, and they're offering to help make that more relevant to everyday users. They're normalizing ads in front of your eyeballs 24 hours a day 7 days a week.
Christ I hate Google.