The NY Times notes some advertisers are very upset that some browsers have privacy settings and some ask the user if they want to opt in to tracking.
Hopefully opt-in standards that are solid will come about, but I'm not holding my breath. Perhaps the only thing consumers can do is to form something of a backlash against offensive behavior. If an advertiser repeatedly pops up irrelevant ads and you don't know and love the product - don't buy it. If you love the product get in touch with the company and complain that they are upsetting you and may lose you as a customer. This can be particularly effective for big ticket items.