Analysis paralysis
Sales and marketing decide they need to track all user interactions with served ads, says pilot fish on the scene. How long do users stay on the ad? Which parts (and sub-parts) of the ad do they tend to hover over? Anything and everything that can be captured will be captured.
One of the tech guys modifies the ads to send this information in real time to a server, which then writes it to a cloud-based storage facility. No one knows how much data is going to be generated, and the cloud option will allow for expansion as needed.
Once the code is finished and deployed, it generates tons of data, all accessible to sales and marketing for analysis. The tech guy moves on to other tasks.