Please see the information below to understand the idea of collecting the data:

in the beginning it will largely based on natural language of the context but once you opt in to redeem the tokens you receive from watching the ads, we lock your data into a smart contract that allows us to know in a safe and anonymous manner what type of ads you watch, what pages you visit so that the next time you visit a page, we show you content more likely that will be relevant to you. So you and your friend could visit that same page and hold down on a same line of text but see different ads.