Privacy Badger - Privacy is Still an Issue Online
EFF - Cover Your Tracks
Test your web browser, how well does it work protecting you from marketing, tracking and having your digital fingerprint collected online? I use Opera. It passed on 2 out of 3. Good, but its just not enough any more to have 2/3 of online junk blocked.
A lot of people like to think it doesn't matter. I did for awhile. Then I found out more. A lot more. If you think privacy online doesn't matter do some research about it. Not just skimming the surface or thinking there isn't much to find interesting/ marketable about you. It isn't that simple.