Not just theft... Mind rape. They violate the sanctity of our minds by implanting information whether we want it or not. We didn't ask for it, we didn't consent to it. If we complain about it, they act as if they were entitled to our attention, as if it was "payment" for free stuff.
Instead of advertisers setting targeting me, I should be able to target them (when I deign to pay for something with my attention).