Maybe I am too cynical, but I think in Google's case, the difference between targeting based on data and having the data will be several extra zeros in their price point.
The only real way google makes money is by selling ADs. The only reason they are sooo good at it, is because of the amount of infomation they have about you and me. If they willy nilly sell that information to entities that directly devalues that data. Now ask your self why would google devalue their core competitive advantage.
