I don't see a problem with companies tracking what I buy. My grocery store started doing that about a year ago, and only giving me offers for stuff I actually get, and it's been great. My boyfriend and I are vegans and make everything from scratch, so it would be rare before now to have more than one or two relevant items from the weekly sales. Now we get a ton, and accumulate points for free groceries like crazy.
I think having more relevant marketing would be fantastic - I don't even understand the product or function of half the stuff advertised to me. We were at a movie a while back and an ad came on where they panned around a home, then holes opened up in the walls and ceiling and slimey things came out and started dancing to music. No words as far as I remember. My boyfriend guessed it was an advertisement for some sort of speakers, I thought it might be for some sort of new drink. We never found out if either of us was right.