In the next three years, consumers will likely see even more targeted promotions like those of Groupon, and mobile and video advertising, according to a recent Boston Consulting Group report on the evolution of online-user data.

For example, Time Warner Cable allows some home-based customers to download videos from the cable operator. That kind of individual-use data gives advertisers more pointed digital advertising opportunities.

“It’s clear to everyone that the ability to understand more about an individual’s behavior pattern creates a huge amount of value,” says John Rose, a senior partner at BCG and co-author of the report.

Another trend is the emergence of a secondary market for buying and selling user profiles.

For example, if you visit a travel website and book a hotel room, that site can then sell your user profile to an ad network, according to the BCG report. Then the next time you visit a site supported by that ad network, surprise! You’ll get a hotel advertisement based on your prior web activity.

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