I haven't read Lanier's new book yet, but I should. He talks about this sort of thing a lot, although I'm not sure about his conclusions. Asymco did a study where they concluded that Google makes $6.50/year from every Google user. That's what you, as a gmail account or Youtube viewer, are worth to them. Kinda makes me wonder if they'd take $5/month to disappear me from their external tracking.
Of course this doesn't cover all the data but you can do that for free in a way: https://www.google.com/settings/ads?hl=en&sig=ACi0TCiuFOXYstR7LshKbeHhZBGPZMQVZC-GavWkNeLnVBw7i4Ry4hhtIkT-5MLkDVGeLquaJCm1wyuo-LN_A1SRowpug_K4wv_l96dWFa1VX9__l14YeWtcXcBxgkXELa3fTDO4oZ96E4DzC4kxApvhbBgJ0cxA6LFDWUMYdJgw6y_a9A9okp8 On your android phone you can disable it under settings > Account > Google > ads
I've got a lot of that turned off, but I'm talking basic things: I don't mind Google knowing my location as long as it's between Google and me, for example. And I'd like to be able to tell Google "no, just assume I'm opting out of all campaigns, thanks" and I'd be willing to give them money for that.