The techniques described in the patent meant that each time a user queries Google's search engine, the system simultaneously presents a specific configuration of a particular ad, all in the fraction of a moment that it takes to fulfill the search query. The data used to perform this instant translation from query to ad, a predictive analysis that was dubbed "matching," went far beyond the mere denotation of search terms. New data sets were compiled that would dramatically enhance the accuracy of these predictions. These data sets were referred to as "user profile information" or "UPI." These new data meant that there would be no more guesswork and far less waste in the advertising budget. Mathematical certainty would replace all of that.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 245