How ethical is it for companies to use consumer data to create personalized advertisements?

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These days , we see a lot of personalized advertisements . From Websites to smartphones , we see advrtisements , with some of them being personalized. Interestingly , many comapnies including survey sites sell our data , thereby creating products and advertisements targetting us . Companies could definitely create products and advertisements but do need our data to sell their products. And some of these advertisements play with our fears and emotions as well . There is another side of arguement stating that companies could make effective products and advertisements with consumer data . So, how ethical do you feel for companies to use our data to create personalized advts?