Earlier quoted context omitted.
Theoretically, fine-grained targeted advertising is the money. To get to that fine grain, you need lots of Stasi-like data. That's the tough part, unless you're FB. The other half (algorithms) can be continually iterated and improved by throwing math/CS/physics PhDs at the problem.
Now if only it was easier for said PhDs to get access to said data. Actually, on second thought, that's a bit horrifying.
They pay well but the good ones never stay long as the job is pretty boring for someone with those skills, it's really just a few problems that need to be solved over and over to the 10th decimal place because slight improvements in results mean lot's of real dollars.