It's probably a back channel into existing evil ad networks. Maybe like retargeting (just using existing ad space to show the same at 500 times a day), except

It's probably a back channel into existing evil ad networks. Maybe like retargeting (just using existing ad space to show the same at 500 times a day), except all your private information will be logged at your ISP then sent to the ad platform without your intervention. The ad platform will end up with a mapping of: Your IP => {Your Search Terms, Your Website Visits, Your Social Media Cohorts, Your Unencrypted Site Cookies, ...}