Basically if your typing certain words and making certain searches it collects the data and will customize your ad. that technology is slowly going farther. So basically in the future your phone could get an update for 1$ off a low fat capachino at starbucks. The moment you drive by a starbucks. And thats exactly what you order when you go there.
Obviously the technology isn't perfect because it gave me an ad for a dating website exclusively for african people. Then again right now im getting an ad for full sail university which is one of the colleges that teaches you to program video games, and I have been talking about them a whole lot lately. In fact Im considering going there.