In surveys, people fill in their email addresses, age, income, etc : all that data is used in appropriate sales funnels. Remember, it's all about money. You, me, all of us are a product, along our internet usage journey in life, sometimes we are buying, sometimes we are being bought, sometimes we are selling, sometimes we being sold ... It's all about money.
That is why, for legitimately filled surveys, payouts for certain geos are even upto US$3 per survey, this includes the surveys via content lockers.