Yeah - this is the privacy model that ad targeting should have always taken. People are grabbing pitchforks not really knowing why.

Moving profiles to the edge and only letting ad servers know what to send rather than connecting the ads to profiles of centrally located browsing data and history would be a huge step forward in privacy for the average user.

The even better version of this would be the ad server sending "ad options" and the browser selecting what to show based on the internal profile, so even category data isn't sent, just the potential linking of which ad is shown to which user (but not knowing if that correlated to an actual preference or if the other options were just equally poorly targeted).