Ad platforms capture behaviour but rarely capture quantifiable opinions. Advertising based in this premise is like chasing a shadow. You may assume that based

Ad platforms capture behaviour but rarely capture quantifiable opinions. Advertising based in this premise is like chasing a shadow. You may assume that based on a detailed behavioural profile a user should click on my ad and buy my product. Capturing the opinion of a user (or users in aggregate) in a way that can be relayed to an ad platform is more likely to result in higher relevancy advertising, as you can move closer to the users beliefs about themselves, which governs their behaviour. So in summary, behaviour is a poor reflection of beliefs. Opinions are a better reflection of beliefs. Capturing opinions and matching these with advertisers is a better matching system. This is the direction I am working in anyway.