[kerng]

I think the implications are way beyond what you see in your browser and perceive as ads.

Imagine a billboard, you drive and the content changes because your GPS is close to that billboard and stuff like that - real world changes like that will happen, if not already.

There is also the product placement and as Cambridge Analytica describes entire personas and website being made just to target individuals and change their perception and opinions - this can all be automated at scale with current technology.

[gaius]

Imagine a billboard, you drive and the content changes because your GPS is close to that billboard

Or your Google self-driving car just happens to pick a route past certain billboards and retailers...