I just want online advertising to at least be better than trying to sell me a toaster after I literally just purchased a toaster. I only need one toaster.
Tracking is not something that can be easily improved, either you use cookies which are acceptable, widespread, but sadly very limited in functionality or you get into the world of supercookies and fingerprinting which is not yet properly regulated and where a few players are disregarding industry self-regulation to get as much data as possible.
And Booking.com should just learn to delete all that they know of my searches when I actually book something.