I don't like the term "surveillance capitalism" that seems to be gaining usage. Google/Facebook and the rest of the privacy-smashing ad industry are only a part of the problem. State surveillance is a MUCH bigger problem.
You can protect yourself against tracking by the ad industry to a great degree by various blocking methods, and by and large they work.
You can not protect yourself against your own government putting up cameras everywhere, with an ever-increasing remit on what they can be used for.
Where I live every single politicial party(*) is pro ANPR cameras, with all the standard lies: they'll catch criminals on the run in their cars! Once they're deployed, it's just a minor decision to allow this or that organization access.
(*) Ok, except one party: the communists. They want the cameras, but employ half the population to watch displays 24/7 for suspicious behavior. Because of course.