That's one of the topics of an article by Nathan Newman entitled "The Costs of Lost Privacy: Consumer Harm and Rising Economic Inequality in the Age of Google." Here is the abstract:
This
article emphasizes the broad consumer harm from the extraction of
personal user data deployed by Google and many other online companies
for the benefit of their advertisers. With firms knowing far more
about consumers than those consumers know about their options in the
marketplace, rising information asymmetry in markets like search
advertising is translating into rising overall economic inequality in
the economy as well. The lack of competition in search means
users of Google in particular have little chance of receiving the full
economic value of the personal data they provide Google. Without viable
alternatives to Google, you therefore end up with a stunted "market" for
valuing user privacy, so Google feels less and less compunction about
violating personal privacy to benefit its advertising customers. More
broadly, the deeper harm to consumers from Google’s power in the market —
and one that is at the heart of the increasing economic equality in our
society — is the way profiling by Google of its users for advertisers
allows the kind of price discrimination and predatory marketing we saw
in the subprime housing bubble globally and in a range of other sectors.
