Yeah, it's time to start calling proper ad-blockers, "tracking blockers". It sounds more like something you need, like anti-virus, and also sounds like something that's "fair" to use if you have moral concerns about ad blocking.
"Cliqz plans to eventually monetize the software through a program known as Cliqz Offers, which will deliver sponsored offers to users based on their interests and browsing history. However, these recommendations will be processed locally based on a remote repository of offers, with no personally identifiable data sent to remote servers." [1]
I haven't looked further into it, but it makes me feel like I should contribute to a browser project...
[0] https://www.ghostery.com/blog/ghostery-news/ghostery-acquire...