In 1998, we had big banner ads that were relevant to the content on the page, instead of viewer's personal profile. They were generating revenue without invading anyone's privacy.

Companies always buy ads that are not personalized: on live TV, in stadiums, on billboards, on highways and so on.

So it is possible to have ad-supported business without invading privacy. But invading privacy brings a lot more revenue. So I don't agree with the argument that a privacy-respecting free services have to invade privacy.

Also in the report, it also says that many paid services like banks and others were also invading privacy.