It could be that I've blocked ads in my network or my extreme hate for ads lead to have unpopular opinion about it.
Every company uses my data for analytic purposes. Ads that I do see in google play are almost same as I see in apple store. Both take my data and try to serve me the best. In fact, I don't think it's necessary evil but what bothers me is pretending that one company save my data better or make me believe they don't analyse my data.
Everybody does it, who says it does not analyse your data, he is lying.
You know apple has news-advertising and searchads that is based on iAds[1] ? Trust me, they need your data to work properly!