Target actually did something similar, though their intent was to eventually find better ads for families who were expecting. In their case, fully deanonymizing and being straight forward - straight out advertising baby products - turned out to be a nightmare, and they eventually turned to more subtle advertising by inserting baby products into the weeklies.

Could we see a case where, when someone searches for one thing, instead of seeing results that pertain to that immediate query we see results that match common future searches?

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.h...