Having data collected from willing participants rather than believing it was surreptitiously gathered could be a benefit to an advertiser, who might believe they are getting better data.

Since the data is collected by the browser, rather than from a website, it enables more and better data to be collected. In principle, it seems to be like a browser version of a Nielsen meter.

Advertisers and marketers would also be drawn to this model because they are getting information about consumers that is more likely to be useful to them. It's like a direct-mail advertiser getting a list of people who have already bought something by mail.

And the advertisers and marketers would probably prefer to know about that kind of person more than they would about consumers who are more cautious and privacy-minded about their personal data, anyhow.