Can you elaborate on this? I'd be interested to know more about how this could happen.
An example is a tracker DNS lookup might be something like: tracker.ad.amazon.com. My self controlled DNS sees that url lookup, compares it to a list of known tracking or advertising urls, finds it in that list and instead of responding with the server IP, it just says “not found”. I then block devices on my local LAN from circumventing my internal DNS (I.e manually changing device DNS servers that would typically be my internal server, to something public like google’s 8.8.8.8), by only allowing traffic out of port 80 that originates from my Self-made local dns server.
Client device -> local dns -> public server = ok. Client device -> public dns -> = blocked.
So this same method is also used by almost every major ISP out there to track your browsing and usage history. Along with other security problems this poses, the tech community has been developing and pushing things like DNS-over-TLS and DNS-over-HTTPS. What this does is takes a DNS request and packages it into an HTTPS packet that acts and looks like any other encrypted web traffic over port 443. The server on the other end then unpacks it back to a DNS query and responds in the same way.
That effectively obscures DNS traffic as any ole web traffic that I can no longer detect and manipulate. An example is that your Alexas will eventually (I think they may already do it in some cases, I know my Samsung TV does) use that kind of DNS tech to pass tracking and ad data back to their home servers. I can no long really stop that and preserve the function intent of the device (I.e I could place them on a gapped VLAN, but it would render all connectivity inoperable and thereby make the device useless).
So fundamentally, the same stuff we’re putting together to maintain personal privacy and security, is also going to be used to maintain the same features for Amazon’s, Google’s, any other data house’s data that it collects about you.
Further, as this become normal protocol in browsers, things like content blocking and parental controls become very difficult to do without end device sudo rights or the manufacturer building parental controls into the OS (like Apple is keen to do).
A little elementary explaining there, but hopefully you get the idea.