Of course it is; that's why they spend BILLIONS of dollars tracking it. You don't need to know anything more than how much is spent on this to realize that the information is absolutely critical, and worth a staggering amount of money.
Where do you think the revenue to fund Google, all of its ventures and it profits if not from this?
It's actually fairly simple to build a staggeringly accurate picture of a person simply by analyzing a few of their online activities; their politics, their sexual persuasions, how they would likely vote, what motivates them, whether they would resist political repression, whether they are a leader or a follower, etc.
Whomever has this information has, in large measure, control of the game.
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