OPT out of FaceBook
I bailed on Facebook over a year ago. Best thing I ever did. Advertising was part of the reason to do so. Also, recently was looking for an app for my phone and as I was investigating if it would meet my needs checked to see who owned the app - Facebook...no thanks.
Why be like this? Well, I know many companies are after my online behaviors, etc - Facebook isn't the only one, of course, but Facebook is doing and has been doing for many years what this article discussed. Even in "aggregate, non-specific" form - I don't believe in letting a company do what it wants with my information. I realize there are probably other companies (including Facebook) doing this - if you're online, your information is being collected, mined, whatever - constantly. There's money in it. I just know that my efforts make it harder for them.
It'd be different if the public (the public that thinks about it!) trusted these companies. I don't - even when they try to put forth that they care, are careful, etc. - I just don't.