There's a whole spectrum of user data with varying value to advertisers. Google already rocked search big time and now they're on to the rest of the online advertising budget.
Ad networks (like me!) use demographic, psychographic, and behavioral data to target most display ad campaigns. I have run campaigns specifically sold as "market to Nigerian immigrants living in America" or "moms 25-35 interested in beauty products." And even when not specifically targeting those audiences, one can often find surprising performance pockets from these audience intersections- good for my performance and useful info to bubble back up to the advertiser.
And... guess who's the current biggest display ad platform?