Yahoo, Bucking Industry, Scans Emails for Data to Sell Advertisers
From the article - 
Rob Griffin, chief technology officer of digital-ad consultancy Tovo Labs, “is how do you monetize it without the icky factor?”<p>Uhhhhh how about don't read emails? If I have a fantasy football team, please sell me football stuff. If I click on an article relating to health concerns, sell me organic whole foods stuff.<p>Can you imagine someone 20 years ago throwing all your mail into a scanner and saying, "don't worry I'm only checking for keywords and receipts"?