The same victims, of course. Surveillance capitalism is funded by advertising budgets. Advertising budgets get paid out of revenue. The price of a product includes the cost of advertising.
So when you buy something that is advertised through google, FB, and the rest, you are paying a portion of the ad budget that promoted surveillance.
I'd call that a tax.
@hdasch my rules of buying stuff in order
1. Don't buy but repair
2. Buy second hand preferably from previous owner
3. Buy locally