And can be used to cross-correlate with other datasets to further narrow down who you are and how you can be targetted.
Makes me think of DraftKings. You take your average 20 something sports fan - drinking beer, watching the game. And, on the other end of that smartphone display exist some of the most complex algorithms ever designed by teams of mathematics / statistics PhDs and it's deliberately built around targeting... this one guy from Florida who is pretty sure his team will be up by 7 at halftime.
Maybe it's more of a morbid joke, but it makes me laugh to think about.
It's an accurate explanation.