In the old days, there was broad demographic targeting such as "daytime TV viewers are likely of demographic X, hence, marketing to them is offered at this fee and for these time slots".

This is different. This is about showing your household different personalized ads than my household, based on data that they don't tell us how they've collected somehow.

Essentially, TV has been watching you (albeit probably via third-party collaborating companies), and you're now being personally identified and marketed to.

Have fun explaining to your spouse why your household's TV is showing more dating site ads than that of their friends.