I've never used an ad blocker. I (generally) always "accept all cookies" from that European thing. I do use "incognito mode" sometimes -- but not often.
I've never gotten any malware or other things like that. I've never had someone show up at my door in a black coat. I personally think that most of the concerns people have about targeted ads is much ado about nothing.
I'll also say: my phone company knows everyone I've called. My credit card company knows everywhere I've traveled or eaten. And I'm pretty sure those guys *sell* my info. But people generally don't seem concerned about that(?)