I went to a talk at Criteo’s expensive offices (there was a free BBQ and drinks!) and they gave us a talk about their plans for the future. It’s basically more of this.
Their pitch is that they want to help companies monetize their user data. They provide a platform where you can sell them your data and they can resell it. That data might be email addresses, age, gender, products bought etc. When I saw the talk a year ago, the project was early on and they were looking for big games development partners with large user bases as trial users. By the sound of its its being rolled out.