It's everyone. Especially google, but all the big tech companies play in the same pool. Amazon, Google, Apple, Meta etc make money selling ads, which ultimate enables the tools that result data harvesting from everyone across the internet. I wrote a little data investigation [1] (mostly finished) that show cases how every major news organization across the globe I scanned had some level of data collection integrated. This is just one industry, but its important (as it connects back to the incentives these media organizations have, which is to make money by selling ads at any cost). The eff also released an angle in how the bidding process to buy ads is itself a massive privacy nightmare[2]
[1] https://quickthoughts.ca/autotracko/ [2] https://www.eff.org/deeplinks/2026/03/targeted-advertising-g...