Google has a price for you. We found it.
Summary
Proton analyzed 54,000 profiles using 2025 ad auction data to estimate what advertisers pay to reach different Americans. The average U.S. user generates $1,605/year in ad value, with a wide 577x gap driven by age, device, location, and behavior. The piece also argues that privacy-focused services that encrypt data before it reaches ad systems can collapse the auction and reduce data-driven targeting.