In last class, professor mentioned about the behavioral targeting which is based on the search history, personal profile and public messages. We know that Facebook does follow the same on some extent and it did did take over google on display ad revenues.
Recently I came across the tailored political advertisement conducted by researchers of University of Pennsylvania - School of communication. Apparently, 86% of Americans vote No on such Ads. Infact, if they continue to do, it may reflect negatively on their support to the candidate.
http://www.forbes.com/sites/lisaarthur/2012/08/09/big-data-pushback-86-percent-of-americans-vote-no-on-tailored-political-ads/
Even though Big Data allows to do analytics on by tracking history, public profile and other public information, it is important to target advertisements based on behavioral of target audience. It is true for business advertisements as well!.
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