What you give away in terms of personally identifiable information, your name, etc. is much less important, actually worthless, than your activity across time, your pattern of behavior mapped to a unique ID. Triangulating that ID with an IP address and unique device characteristics localizes the ID. Once the activity pattern is captured and established, and an AI system starts to mine it, then predictive patterns can be determined — what that ID likes, has a tendency toward. Ah yes, and then incentives can be placed in front of that ID that map to what the AI has determined that ID likes, from mining the data of activity collected over time. Much more important, more valuable, is to get you to act in a specific way, perhaps as only a purchase (okay, in this case revenue value). The implications are much bigger. Cheers.